Nike needs little explanation to reach fans of the Superfly

Posted on: May 7, 2011

One of the most impressive elements of Nike’s Superfly campaign is the copy – or lack of it. That is – the extent of engagement given the lack of explanation for what it’s all about on Facebook.

Football fans, in every language, it seems… need few hints when it comes to stating, clearly, why a given footballer is ‘Superfly.’ Christiano Ronaldo has almost 11,000 comments on the subject at this time…

Good news for Nike’s new range of boots.. and great for the real-world footballers who have simply added a cheeky ‘Am I Superfly?’ tab to their Facebook pages – and sat back and seen the love pouring in.

It’s win-win for them, for the central Facebook campaign app also has a clear call to action, to ‘like’ each of the player’s pages too.

They say football unites the world – but outside of the game one complication to this is always translation. However given the lack of on-screen words involved, even this seems to have been a minimal issue, with Pedro Rodríguez simply asking ¿Soy Superfly?

All that said, I’m a tiny bit more skeptical about how well this other part of the campaign is going to work though… Facebook, controlled, player…. er, what? how? are you sure? Or maybe it’s obvious and I just need more words than the average superfly boots consumer.. (hat tip Niall Harbison).


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