Marketing the Greatest team you've never heard of

I know we've covered this campaign before, mainly from a personal perspective. Watching the FIFA Women's World Cup, though, I've seen the whole campaign unfold.

Nike (and Wieden + Kennedy) has produced advertising that crosses media channels and that, most interestingly, seamlessly transition between creative messaging.

From what I can see, the campaign started out with establishing the tag line "The Greatest Team You've Never heard Of". There was a series of print ads that highlighted the teams commitment to each other and their sport (tip of the hat to AdGrabber):

Find more photos like this on AdGabber

Then there was the website where you could meet the team members a little more personally:

Now that the games have actually started, they've take a slightly different approach. They've set up a series of commercials parading the adventure of Jim Mike (aka Dwight from The Office), the new PR manager for the team:

For the record, their are no three point shots in soccer, or two point shots for that matter.

It seems like each time they win a game, we get another ad. I think they're hilarious and well done so, Go Team USA! Beat England!

Of course there are a lot of interactive features on their website that I'll cover in another post.

Overall, one of the best executed campaigns I've seen. - Paul Herring