NIKE "Raised on Concrete"

  • Sebastian Oehme
  • Elisabeth Pfahler
“I own everything to the Panke”. That’s the statement of AC Milan-Star Kevin-Prince Boateng on his incredible development over the last years. So for NIKE and their street football collection FC247 we brought the three Boateng-Brothers Jérôme, Kevin-Prince and George back to their roots in Berlin-Wedding.

“Raised on Concrete” was an integrated and social media driven approach that was based all around “The Panke”, the backyard pitch that started everything for the Boateng brothers. It was a story about football. But also about rising again after you have failed. Rooted not only in football but, thanks to George Boateng, also in rap music.

We not only told the story of the Boatengs and their pitch in social media through facebook, twitter and instagram. But also in real life. A “pop up space” built right next to the backyard pitch in Berlin gave exclusive insights into the exceptional story of the three brothers.

During our campaign the pitch and the space was available for young footballers to get inspired, get in touch and try on the 5-a-side products from NIKE, join training sessions with pro-players from Bundesliga club Hertha BSC and much more.

We worked with NIKE from first strategic consumer deep dives to the concept of the project and event execution. We created a tournament on 5 different pitches in Berlin. The winner was invited to join the final tournament with teams from across Europe.

Right now we are working on a book as some kind of retrospective of the time and experiences that we, the Boatengs and their fans had at “The Panke”.