Relationships delivered the goal! Ad space held until after the game – selection of most appropriate ‘pleased to beat you’ creative. Placement determined based upon opposite editorial coverage with corresponding Nike footballer. A list of Nike footballers for TNP to write about within specific games. ‘Play of the Day’ allowed Nike to lay “Ole!” against all athletes…including Beckham – an Adidas spokesperson! ‘Table Panna’ original idea to provide interactive experience.

Effect on kids: “We were all Ole’ing each other at school. Working on out-playing our friends was cool” – Sooraj 15. Effect on retail/sales: “For the first time in Singapore, Nike overtook Adidas in sales numbers” – Amandeep Singh Chopra, owner of Weston Corporation (biggest football retailer in Singapore).