Nike: Ice Kings

Insight

Russian professional footballers leave the country during the harshest winter months.

But the young players from the streets of Moscow keep playing through the bitter cold, no matter what Mother Nature throws at them. Minus 10, 15 or 20 – for them, football never stops.

Idea

Reward these hardcore snow football players with the ultimate experience – the key to the stadium their pro heroes leave empty in winter.

Nike held a 3-week snow tournament across Moscow, looking for the very best winter players. Within 48 hours, 1,400 had registered to compete in over 583 games – and 28 winners were crowned the Ice Kings.

Impact

With a social reach of more than 4.2 million, young Russians regarded Ice Kings as a badge of honour – it changed forever their perception of football in the winter.

It’s no longer just a time for pro players to escape to the sun, but for street footballers to rule.

Via the Nike Football App, the conquering Ice Kings were sent a digital key to scan and unlock Spartak Moscow's stadium as the national press looked on.