The rise to pro level is steep and brutal for footballers. Many talented youngsters fall out of the system before they graduate to a professional contract.

We felt that Nike, with its resources, pro players and access to facilities, could help offer a decent ‘second chance’. The Nike Academy was founded in 2009 to provide that.

The first season helped establish the Academy and a fan following on YouTube, where many young footballers were keen to watch and learn from the ‘insider’ access it granted.

By the time I joined the project, for the 2011-12 season, the attention switched to Facebook. Here we built new tools for fans to ask questions directly to the coaches, download sophisticated training drill packs and get closer to the team via our social media reporter (who travelled everywhere with the players).

The Academy’s online following grew to eclipse half the Premier League clubs’, and the number of pros to graduate has reached 47 - with one international too. 

Credits

Agency: AKQA

Creative Director: Andrew Tuffs

Senior Copywriter: Guy Bingley

Senior Copywriter: Paul Anglin

Senior Designer: Ignacio Gonzalez

Copywriter: Nat Cantor

Social Media Manager: Malle Koido

Film Production: Archer's Mark

Film Directors: Mark Brett and Steve Jamison