From participation and understanding to pre- and post-game analysis, the evolution of competition is now intrinsically linked to that of technology.
Nike envisioned using the power and reach of digital methods to convey some of the most memorable tennis matches of the century, with an emphasis on the changing nature of sports coverage in the digital age.
Idea
Showcase a tapestry of the sport’s legends by displaying multiple matches between: Genie Bouchard, Grigor Dimitrov, Madison Keys, Nick Kyrgios, Maria Sharapova, Serena Williams, Roger Federer, Rafael Nadal, Pete Sampras, Andre Agassi and John McEnroe. With 86 single titles between them, these phenomena of the sport played matches that were exclusively streamed on Nike NYC Snapchat.
Impact
Mass international viewings of Nike NYC Snapchat, which delivered continuous coverage of the matches from multiple, original angles, paved a new way of bringing sport to its fans.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.