Every four years, the keys to football heaven are dangled in front of the international elite. One goal, one pass, one game saving tackle can be the difference between fame and forgotten. And what happens on the pitch in that split second has a ripple effect that goes beyond the match and the tournament. How could Nike dominate the world’s biggest football tournament without being a sponsor? By owning the conversation around the event through a carefully orchestrated mix of social media, film, outdoor, retail and print. Nike achieved its goal by becoming the most shared online brand in 2010.
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