The Boatengs

Client

Nike

Capabilities

Customer engagement

Date

05/02/2016

I owe everything to Panke.

"I owe everything to Panke" - that's what Schalke midfielder and former AC Milan star Kevin-Prince Boateng says about the concrete peg in Berlin, where he kicked his first balls. It is in this back yard that his remarkable development has begun. And it was at this football ground in Berlin-Wedding that we told the story of the three Boateng brothers - online and on the street.

A "living room" built next to the "Panke" provided insights into the private life of the Boatengs. Three individually designed rooms were dedicated to the brothers' personal lifestyles and, in addition to an exclusive selection of favorite sneakers and leisure clothes, also showed their preference for tattoos and special hairstyles.

The "Panke" was open to young footballers to be inspired by the unique success story of the Boateng brothers. To get to know Nike, teenagers who were passionate about football could try out and customize Nike products. Training sessions were also held with players from Hertha Berlin. The youngsters also had the opportunity to have their hair cut by the boateng's hairdresser and watch Champions League games on the big screen.

VCCP accompanied Nike throughout the project - from the first ideas to the development of the concept to the implementation of the event. We organized a tournament that was held in five different places in Berlin. The winner was given the chance to compete against teams from across Europe in the final tournament. And after the finale on the "Panke", the well-known German rapper Kool Savas played a concert.

A social media campaign accompanied the project and led thousands of teenagers to the Nike pop-up stand next to the "Panke". With online activation, outdoor specials and a series of events, we have made football tangible and tangible in Berlin.
At any time. All over.

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Customer engagement
Project for Nike
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