Nike Football


The scouting system in Russia is broken. With pro teams ignoring the youth systems in favour of importing foreign superstars, Russia’s next generation has little chance of being scouted.

The K11 (Korobka 11) is a team, made of street players, trained by pro coaches, with the sole purpose of helping young Russians reach the highest level of the game.

Using an innovative scouting system, called ‘Selfie Scouting’, we connected every young player with a Nike scout, allowing them to share selfies of their skills, anytime, anywhere. So whether they visit one of our digital Korobkas – fitted with multiple cameras that stream a live feed to pro scouts – or they film themselves playing at home or in the streets, the players can always reach a scout.

To help young players prove their ability, we turned Nike branded posters into challenges for them to complete. The posters included target practice, passing accuracy, speed, agility, and power. Hung all over Korobkas and around the cities of Moscow and St. Petersburg, the posters’ visual style were  designed to reflect the raw ability and attitude of young Russian, Korobka players.

While thousands of Selfie Scouting videos poured in through multiple social channels, we also built state of the art digital Korobkas, designed to capture every play and piece of skill. Teams simply had to book a slot and turn up and play. If they did something they thought would get them noticed, they just hit the K11 button and the footage went directly to a scout.

Creative Direction

Agency – AKQA
Group Creative Direction – Toby Burnett
Creative Direction – Joe Fox
Design Director – Pedro Vilas Boas
Editor – Sam Rushworth
Production – Hype

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