— PROJECT NAME

1000 Victories

— CLIENT

Nike

— ROLE

Creative Lab Lead

Created for the 2023 FIFA Women’s World Cup, 1000 Victories redefined what winning means by celebrating the everyday triumphs of grassroots football. Sparked by Matildas Vice Captain Steph Catley’s question, “What does victory look like to you?”, the 19-part TikTok documentary invited creators, fans, and athletes to share their own stories, transforming the platform into a celebration of community, belonging, and self-expression, where personal moments became a powerful new definition of success.

Results

• 12.4% increase in brand association that “Nike is a brand invested in the future of women in sport
• Nike ranked in the top 5% of retail advertisers in Australia for ad awareness
• Nike entered the top 3% of global brands
• First-ever community-powered documentary on TikTok
• Most viewed live broadcast content ever on Nike's global TikTok
• 78M+ total views on the #1000victories hashtag
• 28.2M TikTok users reached
• 14.6M views on the 19-part documentary

13× increase in sales of Matildas jerseys vs previous year