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Nike

–          An external promotion
–          Internationally aimed
–          Which reflects Nike’s sporty identity

We have found the ultimate link between sports and music!
With the 2018 FIFA World Cup in mind, Nike’s audition bus begins the search for the new sporty song.
A song that indicates that sports connect and unite people.
A feel-good song that gives us the ultimate ‘Orange’ feeling, but also puts into words that doing sports means to ‘be the best you can be’!

The audition bus stops by at several Nike stores in cities all throughout the country.
Unknown, but also famous singer-songwriters, singers, and musicians can audition in the audition bus.
The auditions are posted online on a special website. Here, consumers can vote for their favourite.
There will be multiple winners (best song, best singer, best musician) who will make a joint effort to shape the new World Cup song.
The song could also be used for Dutch ladies’ hockey team or volleyball players … should the Netherlands not make it to the World Cup with football.

It is possible to have the same contest (searching for the new sporty song …) take place simultaneously in other countries.

A promotion that is bound to attract a great deal of attention!