Dare to Zlatan: More than Daring

Dare to Zlatan 4

Hi everyone,
Having a great player in its portfolio is great, knowing how to market it is better. Nike and Ibrahimovic take athlete marketing and positioning to another level.

We all know Ibrahimovic. Some call him arrogant, others think he is a genius. No matter what, he draws attention, and Nike knows exactly how to exploit this.

Nike’s ‘Dare to Zlatan’ campaign celebrates the fearless attitude of one of the world’s most iconic players and, in doing so, inspires the next generation of young footballers to play without restraint. Nike has created three mini-films that celebrate his daring attitude – in which we see Ibrahimovic put his risk-taking to the test.

Get Better with Pressure
To test his focus, Zlatan trains in one of the most extreme and pressurized environments imaginable: a volcanic lava-spewing landscape!

Fear Nothing
Ibrahimovic finds himself in the middle of a snowy barren landscape, standing in front of a giant white tiger — the ultimate fearsome opponent.

Trust your instincts
Ibrahimovic takes on one of nature’s most fierce and relentless opponents: a desert electrical storm. Naturally, he emerges victorious.

Ibra is not a common player and as a brand, you must translate the essence and the core of such a unique character. This ads are not it though. On Twitter, Zlatan (and  Nike) push the limits of engaging with fans.  Zlatan interacts with fans, challenges them and comes up with some hilarious comments. Check it out:

Dare to Zlatan 1

Additional collaterals have been produced, just to spice things up a little:

Dare to Zlatan 2   Dare to Zlatan 3

One of a kind football player, one of a kind way to market him.

Karl Lusbec