When Timing Scores

A fake Nike ad was capturing a lot of attention online, revealing an opportunity to respond.

Both Nike and Adidas celebrate the athlete, not just the product, so applauding an out-of-touch, unofficial ad felt misplaced. We saw a chance to shift the conversation.

Moving quickly in proactive mode, and anticipating that Messi might deliver a defining moment, real-time marketing played in our favor when Emiliano “Dibu” Martínez saved two penalty kicks.

While bold ideas win trophies, small, fast, and resourceful ideas are often the ones that move the numbers.