Nike x AIK
Stockholm Edition
Nike x AIK
Stockholm
Edition
Stockholm
Edition
For the 2023 pre-season jersey AIK with sponsors Nike and Stadium paid tribute to AIK's hometown Stockholm. We decided to create the world's slowest jersey reveal. It was painted by hand over 169 hours and the live stream was viewed by 1 million people.
Given the theme we wanted to claim a physical space in Stockholm, creating some turf-related friction, while still attracting global attention online and harnessing the energy of the reveal moment, dragging it out in absurdum..
Given the theme we wanted to claim a physical space in Stockholm, creating some turf-related friction, while still attracting global attention online and harnessing the energy of the reveal moment, dragging it out in absurdum..
For the 2023 pre-season jersey AIK with sponsors Nike and Stadium paid tribute to AIK's hometown Stockholm. We decided to create the world's slowest jersey reveal. It was painted by hand over 169 hours and the live stream was viewed by 1 million people.
Given the theme we wanted to claim a physical space in Stockholm, creating some turf-related friction, while still attracting global attention online and harnessing the energy of the reveal moment, dragging it out in absurdum..
Given the theme we wanted to claim a physical space in Stockholm, creating some turf-related friction, while still attracting global attention online and harnessing the energy of the reveal moment, dragging it out in absurdum..
Livestream views (1)
Value of earned media (2)
Social media exposure (3)
Total potential reach (4)
1 million
5 029 304 SEK
11.1 million
41.7 million
5 029 304 SEK
11.1 million
41.7 million
(1) Source: Twitter (now X)
(2) Corresponding to mass media advertising, Source: Meltwater Campaign Insight Report (2023)
(3) Source: Meta & Meltwater Campaign Insight Report (2023)
(4) Source: Meltwater Campaign Insight Report (2023)
> More than 160 000 SEK collected for sending underprivileged children to sports camp (Stadium Sports Camp)
> The Stockholm Edition posts on Soccer Bible's and Pro Direct's social media had 100% more engagement than their post average.
> The Stockholm Edition posts on Soccer Bible's and Pro Direct's social media had 100% more engagement than their post average.
> Argentina's, Brazil's and Japan's biggest football magazines picked up the story.
> The jersey went on to become one of the most downloaded in FIFA.
> The jersey sold for 8000 SEK on Ebay, and cheaper knockoffs were made and sold on Taobao (Chinese Amazon).
> The jersey went on to become one of the most downloaded in FIFA.
> The jersey sold for 8000 SEK on Ebay, and cheaper knockoffs were made and sold on Taobao (Chinese Amazon).
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