Nike / Europe / 2025Digital & Tech · Social
Night Mode FC.
Nike Football hijacked Twitch streams at 8pm for a three-hour retro-horror broadcast in which streamers played a custom game, 'NIKE-MARE 98'.
- Brand
- Nike
- Agency
- Initiative UK
- Market
- Europe
- Region
- Global
- Year
- 2025
The challenge
Nike wanted 17 to 25-year-old footballers, who now spend late nights watching streams rather than TV, to engage with its 'Scary Good' football universe.
The idea
The broadcast ran in three acts: native formats in Twitch feeds that mimicked late-night channel surfing, a takeover of live streams at 8pm, and then streamers controlling 'NIKE-MARE 98', a game with five horror-themed worlds, each based on an athlete film. Viewers shaped what happened in real time.
Results
- According to The Drum Awards entry, the stream drew 1.3 million unique viewers and 8.1 million minutes watched.
- The entry reports 392,000 Nike emotes shared and a 25% uplift in Nike brand search.
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Marketing EMEA 2026 Gold (Digital Experience)
- The Drum Awards for Marketing EMEA 2026 Gold (Gaming)
Credits
- Media agency
- Initiative UK
