Moreiras’ icon status in Lisbon was creatively matched by Nike’s biggest Portuguese icon, the team’s captain Figo. As Figo took his side through 6 games to reach the final, so the poster’s headline was changed each time. Pre-prepared messages were ready for any result, posted in both Portuguese and the rival’s language. The messages were: Vs England "There’s always rugby"; Vs Spain "See you folks!"; Vs Holland "The Orange is out of juice".

Our tracking of spontaneous awareness of top brands showed Nike in second place for the second quarter with 8% (having not been in the top 10 in the first quarter). The Euro 2004 tournament itself was first with 11.5%, whilst Adidas languished in 10th place, with a score of 1.8%. Obliterated!