During and after the tournament, orders for Nike products increased 7% globally. The Nike Football Facebook page quadrupled from 1.1 to over 4.8 million. It currently has over 12 million fans.There have been 40 million + online views of the film and 2.1 billion online impressions of the campaign.

The Lifecentre earned 295,000 unique downloads of the Facebook app and 20 million impressions.During the summer Nike had 30% brand buzz, two times as much as Adidas, helping Nike became the most shared brand online in 2010. “The most successful World Cup in Nike’s history” Mark Parker, Nike CEO

The ‘Write the Future’ campaign gave our audience a glimpse into the future to see what the players were really playing for, in their own lives and the lives of those that follow them. By owning the simple notion of ‘Write The Future’, and showcasing our athletes writing their own future on the ultimate stage, we could engage our audience through a number of different channels. This included a three-minute film released on Facebook and amplified through print, retail and Out Of Home, and two interactive significant elements:1. The ‘Write Your Future’ Facebook App which allowed fans to see their own future play out like in the film 2.'Write The Headline. Write The Future', an interactive digital billboard in South Africa where fans from around the world could write headlines for their favourite players during the tournament.

How could NIKE dominate the world’s biggest football tournament without being an official sponsor? Our strategy was to weave the brand into the conversations leading up to and during the competition. Every four years, the keys to football heaven are dangled in front of the international elite. One goal, one pass, one game saving tackle can be the difference between fame and forgotten. And what happens on the pitch in that split second has a ripple effect that goes beyond the match and the tournament.

‘Write the Future’ was a messaging platform that allowed NIKE to show how football creates this ripple effect. It allowed us to give a glimpse into the future to see what the players were really playing for, in their own lives and the lives of those that follow them.