A month before the 2022 FIFA World Cup, Nike dropped the most expensive Brazil jersey ever. Flash, a benefits card accepted in more than 2 million stores, took advantage of fans’ protests about the price of the jersey and offered them a sponsorship deal. 'Cashback For Your Jerseys Back' gave a 50% refund to every fan who purchased the jersey on Nike’s online store, customised it with 'Flash', and posted it on social media. Even Nike noticed the campaign – within a week, the brand blocked people from customising their shirts with the word 'Flash' on its website. That didn't mean game over, though. The brand extended the promotion to fans who customised their jerseys by hand.
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