The Objective:
Nike was to welcome one of their sponsored soccer teams, FC Barcelona, to Los Angeles for their first team appearance on US soil in three years.

The Strategy:
FC Barcelona Fan Rally

In true Hollywood style, the red carpet was rolled out at Hollywood and Highland (site of the Academy Awards) for an up-close personal view of the entire roster of the world’s greatest club team, FC Barcelona. This event had an attendance of 8,000 soccer fans of all ages and nationalities. Kobe Bryant and Miss Universe were there to keep the crowd elated. MC’s Max Bretos (Fox Soccer Channel) and Patricia Lopez (LATV) had their hands full as 50+ local, national and international press outlets vied for every picturesque moment. In addition to the celebrity and team appearances, Nike invited underprivileged children’s soccer teams from across Los Angeles to attend. Several children had the opportunity to meet their idols and some even had the chance to play soccer with them! Tickets for the FC Barcelona game the following evening were given away during contests on the Hollywood and Highland grounds.

The Success:
Nike was happy to have owned this event, with their logo prominently displayed in all of the high traffic areas Hollywood and Highland has to offer. With over 8,000 people and some of the world’s top athletes in attendance, Nike felt their money was well spent for the entire event.