Winning his record-breaking seventh win, Rafael Nadal defeated Novak Djokovic at the 2012 French Open. As Nadal's official sponsors, Nike Tennis was obviously ready to jump on this victory and go at it with full force. Nike used this win to incorporate global supporters in a way unlike ever before. Utilizing their massive Facebook following, Nike encouraged fans to not only write a message of support to the athletes on their page, but to push the envelope a little: the fans were called on to be a part of a masterpiece.
Murals of the French Open athletes Rafael Nadal and Maria Sharapova were created by putting each fan's name on a paint ball, and then whizzing it over to a giant white canvas. The murals were created not only to celebrate the athlete's grand slam victories, but to celebrate the support of the athletes fans and fans of Nike Tennis across the globe- and the message stuck.
Through Nike's creative initiatives, this campaign not only caught the attention of many Nike Tennis fans, but acted as a catalyst for conversations centered on Nike Tennis and their innovative approaches in creating connection and movement within the industry.
Nike, in this effort and others like it, approaches the market in a way that truly goes beyond selling products. Rather than pushing more messages at consumers, Nike Tennis has been proactive in realizing the importance in connecting to fans and creating a community they can relate to. Nike is genuinely connecting with their consumer on a personal level, and allowing their fans to be a part of the game.