Nike Took Over Times Square to Salute the U.S. Women’s National Team – Adweek
Nike gave the U.S. Women’s National Team a New York-sized sendoff in Times Square on the Friday night before Memorial Day weekend.
The USWNT defeated Mexico 3-0 at Red Bull Arena in Harrison, N.J., Sunday, in its final tune-up prior to competing in FIFA Women’s World Cup France 2019, where it will next face Thailand Tuesday, June 11, at Stade Auguste-Delaune in Reims.
All 23 women on the team arrived in Times Square via a double-decker bus branded with Nike’s “Dream With US” message, where they were surprised by seeing 16 screens throughout Times Square displaying their names, photos and game highlights.
Nike also took over billboards in Times Square, on Manhattan’s 34th Street and in other cities prior to last Friday.
The 23 USWNT members were joined in the creative by Dream Leaders—New York creatives who work to inspire the city—including Cece Olisa, Kelly Roberts, Ruby Aldridge, Richie Shazam, Chelsea Cutler and Raven Varona.
Each Dream Leader was included in personalized social assets that displayed their names in lights alongside the soccer players.
Nike shared social assets of the team in Times Square on its @NikeNYC Twitter handle, along with a recap video the next day, and the Dream Leaders chipped in with real-time Instagram Stories to document the event.