There’s a new breed of football fan in action. Born at the turn of the century, they grew up alongside Facebook. These fans didn’t experience football in stadiums but through screens—living the game online and on social media. On behalf of Nike, we set out to explore this emerging fanbase.
“The beautiful game” has undergone massive transformations in recent years. The rules have evolved, jerseys have taken on unexpected designs, and even the ball—though still round—has changed in speed, appearance, and feel. Alongside these shifts, a new generation of football fans has emerged.
These next-gen supporters don’t play in alleyways—they show off their skills on PlayStation. Their chants echo more on Twitter than in stadiums, and that’s just the beginning. Below the surface lies Twitch, Reddit, Tumblr, and countless other platforms.
They’ve never known the fuzzy broadcasts of the past. They follow the game on their phones while commenting live. Commentators matter as much as players. They build their own teams, fire managers, and shift public opinion. They've bridged the gap between fan and media, taking the reins of the conversation. Born into industrial football, many see betting as an integral part of the game.
Yet, even now, loyalty remains. Their team is still a source of pride. But fandom, for them, is also a form of self-expression—an extension of their identity.
In short, a whole new kind of football supporter has arrived.
Our task was to conduct a strategic deep dive into this next-gen fan for Nike—to understand and connect with them. Through in-depth conversations with carefully selected individuals, we gathered refined insights. Our initial research confirmed what we had already suspected: this generation demands a new kind of communication from brands. And in that, lies immense opportunity.
The result? A strategic playbook, delivered to Nike, packed with insights to guide future communication efforts.
Whoever connects with these fans first will help shape the future of football culture. And really, is there any brand better at feeling the heartbeat of football than Nike?
