Sportswear firm Nike has teamed up with German footballer Jamal Musiala to hijack Germany’s game in New Jersey.
The activation aimed to tease the German squad’s 2027 shirt and premiered on 25 June.
As part of the campaign, a Nike branded barge will sail across the Hudson River with the message ‘Hallo New Jersey’.
Devised by creative agency Wieden+Kennedy Amsterdam, it also featured a spot with German footballer Mario Götze and streetwear brand 6PM founder Achraf.
This comes as the brand enters into a partnership with the German Football Association. The collaboration is set to begin in 2027.
New data has suggested Adidas is edging ahead of Nike in the early retail battle around the World Cup, with the rival seeing a bigger sales uplift from the tournament.
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