In the run up to the Africa Cup of Nations, we launched a campaign with Nike to answer its critics and remind the world that African football is the football football needs.
Stifling tactics, robotic systems and players being coached to within an inch of their lives – the beautiful game is getting boring. But there’s one place where freedom, swagger and skill still rule. African football is the antidote to the prescriptive modern game.
So using every disillusioned fan’s favourite phrase, ‘The game’s gone’, Nike decided to answer AFCON critics and show the world where it went. And who better to do so than football’s greatest showman, Nigeria legend Jay-Jay Okocha.
Where the Game’s Gone
Fans say the game’s gone. Football’s Chief Flair Officer Jay-Jay Okocha inspires Africa to show dem where it went.
Role: Creative Director
The campaign kicked off with Nike appointing Jay-Jay as its unofficial Chief Flair Officer. As his first act in the job, football’s new CFO published a letter to the football community, announcing the role and gifting Naija ‘96 jerseys as an invite to see where the game went.
To follow, Nike released a suite of TikTok skill challenges featuring Okocha, Saibairi, Ayisi, Nicolas Jackson and creators from across the continent, encouraging the next generation of players to “Show dem”.