Nike signing Fernando Torres allowed the brand to talk to Liverpool fans. In his first season, Torres proved himself a world-class striker, and Liverpool FC’s potential salvation. He is the first striker since Fowler to score more than 20 in a season, with 34. This gave us a reason to celebrate Torres and build Nike’s affinity with fans, demonstrating its understanding of the club’s rich heritage and culture. Greats like Ian Rush and Robbie Fowler wore the legendary Liverpool number nine shirt. Drawing on this, we elevated Torres’ achievement and highlighted Nike’s knowledge of the club’s history. Each goal scored was unique, so we recreated them with copy, all within nine lines. The home shirt is red. The final line ‘and counting’ captures Nike and Torres’ drive to surpass each achievement, giving hope and moving forward.
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