America loves an underdog.
This World Cup, we are going to show the world that we don’t care about the odds. We got that dog in us, and we are here to fight tooth and claw to victory. We are One Nation, Underdog.
Nike x EA Sports: Uncaged Edition
The Underdog Limited Edition will feature codes to unlock different uniforms, dog heads for players, and matches using iconic American landmarks as the pitch. Kick a ball through the Golden Gate Goal with a pitbull-headed Christian Pulisic wearing a dope Nike Underdog kit. Only on FC26.
What Kind of Dog is in You?
We will release filters on Tiktok and Snapchat to let people show off the dog in them. This will be our way of introducing the campaign on social.
Run Wild Line
Nike is proud to unleash the limited edition Run Wild series of footwear. The shoes will feature different dog patterns like brindle, dalmatian, and many more for all the dog loving sneakerheads out there. For those with that dog in them, they can now wear that dog on their feet.
The Underdogg Tour
To shine a light on all the underdog artists out there, Snoop Dogg will headline a nationwide tour featuring up-and-coming musical acts. After creating buzz on Hot Ones and The Tonight Show, we will give unheralded artists a chance to show the world what they are made of in a grand finale at the World’s Longest Tailgate.
Tifos: Banners with Bite
In partnership with the NFL, for a nationwide campaign unfurling giant tifos at games throughout the season. The banners will be scenes of a giant dog moving and biting. To create a sense of mystery and excitement, they will be devoid of any branding and different banners will be unveiled at different times.
World’s Longest Tailgate
We will host an epic three day tailgate at SoFi stadium in Los Angeles. Featuring first-ever MLB and NBA games at SoFi, there will also be an all-star celebrity soccer match, games, food, and live music for three days straight. To finish it off, Snoop and acts from the Underdogg Tour will reveal our giant connected tifo banner and deliver the first musical performance in SoFi’s parking lot.
World Pup
As a bonus to the all-star celebrity soccer match, halftime will feature the first-ever World Pup—a playful soccer showdown between adoptable puppies. The event will be streamed on social media to raise awareness and support for local dog shelters.
Copywriter: Tim McDonaldArt Director: Leyna Cromarty