For the 2023 tournament, Nike wasn't an official FIFA sponsor. So rather than competing on the pitch, we found ways for football to show up through culture.

Working as a lean team across Nike, R/GA and production, we captured moments around the games, from the Nike x AMBUSH Workshop to the Nike FC: Couture Gala, where fashion designers reimagined iconic football kits. We also celebrated the grassroots game, following Nike FC community teams as the first to play at Melbourne's newly opened Home of the Matildas.

As the action unfolded, we responded in real time, celebrating standout plays on the pitch while capturing football's cultural moments off it. The work reached Nike's global audience of more than 250 million followers across @nike and @nikewomen, proving you don't need the sponsorship rights to own the conversation.