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Nike x KNVB: 25 years & counting

  • Client

    Nike & KNVB

  • Service

    Strategy, Concept, Campaign, Video, Social, Design

  • Date


25 years of 'just doing it'

In November 2021 the captain of the Dutch national football team, Virgil van Dijk, and female star Lieke Martens were being featured on a 150-meter high office building in Rotterdam, the Netherlands. The display was part of a campaign we created in which the Royal Dutch Football Association thanked Nike for its 25-year partnership.

Following in the footsteps of Edgar Davids

For Van Dijk it is “amazing” to have a portrait similar to one of his country’s greatest legends: “I haven’t seen it in real life yet, but I have seen photos and videos: amazing,” Van Dijk told the KNVB when he heard about it: “I’m familiar with that famous photo of Edgar Davids from years ago, and now it is myself together with Lieke Martens who’ve been portraited. That is incredible. The partnership with Nike is 25 years old, which is very special for both parties.”

25 years and counting

The portrayal in Rotterdam is a part of the campaign in which KNVB celebrates its partnership with Nike. To show what Nike has meant to Dutch football in the past 25 years, KNVB had this film produced. In addition, the Dutch national football team wore jackets during its away game against Montenegro that had a subtle note to the partnership with the simple text: ‘25 years. Thank you.’

Lastly, we created a social media 'Thank You' post for every current and former Dutch football athlete, which created a huge boost in reach and drove extra attention to the campaign.


Million media value


Million reach


Nike athletes

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