In a newly created role, focused on membership concepts we were driving the strategic vision for the business for 3 years to 9 months out from consumer. This focus allowed us to align our business against the consumers we have, those we see buying with us and those we want. We then created consumer concepts against each into which product teams could create against and then tailor consumer journeys & messaging to each. This has enabled us to drive our best quarter ever to date with our core consumer whilst also focusing on growing the game through teen girls and also helping football fans see the wider impacts of the game through a purpose lens.

Players Direct

Through direct to consumer launches of Mercurial Sancho in partnership with Nandos in the UK this launch was one of the first launches direct from player to consumer and saw the athlete channels as the strongest traffic driver with 33.3k clicks to link in bio vs. 17.6k IG story swipe ups. Nike Football drove lower levels of traffic in comparison (despite higher followings on both platforms) with 4.5k IG story swipe ups & 1.3k clicks from Twitter. We saw really strong initial sales results on the boots in the first 3 days (8.21-8.23) with Nike Direct selling through 88% of the total online allocation over the weekend. The boot generated the highest traffic of EMEA football FTW last week with 58k visits. The take away from this is that by focusing on an athlete first, especially a young, well known and respected player helped us attract 33% new members and 42% of buyers were 18-24 which is great because our average buyer in EMEA is 34.