The campaign kicked off with an epic TV ad, print and online advertising and huge footballs crashing into buildings. Next we took FCKs inside the magic through content and events.We created a magazine to champion the ‘nutmeg’ – Goodbye Hoof, Hello Nutmeg. Content included exclusive interviews with Arsene Wenger and Alex Ferguson. The magazine was launched at Niketown by Arsene Wenger and Freddie Ljungberg. The Nike football website generated requests for the magazine and built a database - 200,000 copies were distributed.

The magazine and DVD drove FCKs into Nike retail outlets, including Niketown. The magazine generated $2.25m of PR, while a database of 50,000 FCKs was built in just 2 weeks.Nike became the number one football brand in the UK, with 20% more kids naming Nike as their favourite. Sales of Nike football products increased by 7%.