NIKE’S GLOBAL HUNT FOR UNDISCOVERED TALENTSummer 2010. The world’s attention was focused on the World Cup. Nike’s campaign tagline was 'Write the Future' and we brought it to life, making the promise come true for committed young football players.

The aim of the campaign was to inspire and enable football-obsessed teens to prepare for their new season with ultimate behind-the-scenes footage of Manchester United’s pre-season training and US tour – their Code Red. From coaches to superstars and ingénues – the campaign painted a picture of a little-seen but fundamentally important part of professional football.Not only did we provide a regular feed of unprecedented footage, allowing our audience inside one of the world’s best teams, we also invited them to take control and tell us who they wanted to talk to and what they wanted to learn. The Manchester United stars responded directly to the entrants on our Facebook page by answering their question and signing a new Manchester United shirt for them on camera.We promoted Code Red entirely through our own Nike Football social channels including Facebook, Twitter, YouTube and our brand site.

After an intense three days of final trials under the eye of elite pro coaches and scouts, eight players earned a contract with the Nike Academy 2011-12.

The Chance was a hugely successful campaign, delivered entirely through earned media via social media channels. From the final’s daily update films, which were posted to Facebook within 12 hours of shooting, to the ground-breaking connection players had with their fans – The Chance transformed the possibilities for young footballers everywhere and gave eight young players the chance of a lifetime.