OVERVIEW

As Korea builds momentum toward the FIFA World Cup 2026, our ambition was to reignite collective belief in the national team at a time when football fandom was highly fragmented. While support for individual players and K-League clubs remained strong, negative sentiment toward the federation and national team leadership, low World Cup interest, and the lack of meaningful fan touch-points created significant barriers to engagement. Starting with the launch of the new national team jersey, we set out to build an end-to-end journey that would unite athletes, fans, and consumers through Nike - transforming isolated pockets of fandom into a shared movement behind Korea’s World Cup campaign.

OBJECTIVE

Unite Korean Madness. Reveal the Power of Togetherness.

STRATEGIC DIRECTION

Innovation

From Performance Innovation to Cultural Inspiration

Leverage football innovation as a foundation while expanding its influence into broader culture and style. Our passion was to ensure that each brand moment transcended the sport itself using product, storytelling, and styling to inspire not only football fans, but also a wider consumer audience.

Inspiration

Rebuilding Collective Belief Through the Korea National Team

With fan passion increasingly concentrated around individual players and clubs, we put the Korea National Team at the heart of every brand expression. The goal was to transform fragmented fandom into a shared movement, rebuilding belief, pride, and unity as Korea's World Cup journey began.

Invitation

From Football Fandom to Cultural Participation

Recognizing that football alone could not create the scale of momentum needed, we leveraged an X-sports strategy to expand the game's cultural reach. By connecting football with adjacent sports, communities, and youth culture, we transformed passive audiences into active participants and invited a broader generation of consumers into the national team journey.

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