Selfie Scouting uses posters to help young Russian players get scouted. The posters challenge players to work on their speed, control, accuracy and creativity – before showing Nike scouts they’ve got what it takes to turn pro.

The posters instructed players to film themselves showing off their skills, and share their videos with scouts using a hashtag on any social channel.

From 6,500 Selfie Scouting videos reviewed by pro scouts, 22 of the best players were chosen to play against a pro team, for a chance to play in front of pro team scouts, get noticed and go pro. The match was watched by 850,000 on live national TV and YouTube Live.

We launched the campaign with a TV spot during half time of the Russian League Cup Final, encouraging young players to head to the Korobka for their chance to get scouted.

The campaign ran for 13 weeks, from 21st July to 1st October.

Selfie Scouting posters were hung in numerous football cages around two of Russia’s largest cities, Moscow & St. Petersburg. They were also fly-posted in various locations around the same two cities.

2,630 new registrations to Nike.com

6,500 videos sent to Nike scouts

Launch film gained over 1,100,000 views

A permanent Nike K11 Academy has now been set up to help uncover street talent.

The final game was watched by 350K on YouTube live and 500K on National TV.