World Cup C26 Organic Network

Data showed Gen Z trusts people more than brands. Nike Football had drifted from its roots and was struggling to connect with young audiences.

Without World Cup sponsorship, Nike faced intense competition for attention and needed a way to cut through the noise and win share of mind.

We built the Mad Network, a global organic influence strategy. By tracking and engaging the most relevant athletes, celebrities, creators, and cultural leaders, we gave them unique Nike experiences and integrated them into a holistic journey. This scaled across 450+ content creators worldwide, amplifying Nike’s narrative authentically.

This network, with 85% grounded in organic reach, supported the broader campaign and delivered breakthrough impact: 57% share of voice, 16M engagements, and 3× sales compared with the previous World Cup, proving the power of human influence to drive both brand relevance and business growth