Amsterdam, 6 April 2016. Nike believes that brilliant football is contagious, and that one move
can change the game. The brand’s latest campaign brings this story of contagious football to
kids all over the world, sparking them to play brilliant football themselves.
SPARK BRILLIANCE, which launches in France from today and will shortly roll out digitally
across the globe, charts the progression of French footballer Blaise Matuidi’s career - a player
who is emblematic of the SPARK BRILLIANCE idea.
The campaign’s 90-second film begins with a young Matuidi recalling a decisive moment of
footballing brilliance from legendary former PSG and Nigerian player Jay-Jay Okocha — then in
his prime. This formative moment spurred Matuidi to even greater achievements that pay the
story forward. His singular skills, team play and enigmatic goal celebrations today inspire his
teammates, fans and future generations of players.
The film's narrative culminates by underscoring football’s wider power to transcend boundaries;
it charts Matuidi’s emergence from all-action midfielder to charismatic cultural and style
influencer of contemporary creatives, like French hip-hop artist Niska.
Created by Wieden+Kennedy Amsterdam, the campaign is part of Nike’s 2016 global football
platform. 60, 20 and 15-second versions accompany the long-form film, along with influencer
partnerships and online media further underpinning the campaign.
David Smith and Craig Williams, W+K Amsterdam Creative Directors, said: "Blaise Matuidi is an
infectious footballer, his style and swag, on and off the pitch, has made him a beacon of French
popular culture. Just google "charo life" to feel the Blaise effect.”
The campaign also features the new national French football kit, which was first revealed on
March 18, a further nod to the blend of performance and style Blaise represents.
SPARK BRILLIANCE will air on TV in France and roll out on digital channels globally in the
coming week. Fans can enjoy the French version of the film now on Nike Football’s YouTube
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