To promote Nike football (soccer) in Asia, the Play to Win campaign taps into attributes of three Nike footballers: Wayne Rooney (power & tenacity), Thierry Henry (speed & agility), and Ronaldinho (control & timing). Their respective hometowns of Liverpool, Paris, and Porto Alegre’s street-ball style of improvisational football are transported to the urban metropolis of Shanghai, Tokyo, and Kuala Lumpur. Each location is alive as a highly animated and interactive scene with clickable hot spots that reveal product and athlete stories with hidden game contest easter-eggs to level-up and unlock sharable content. Football is viscerally branded in the flavor of Nike to inspire people and challenge them to adopt the mindset of improvisational football—to play anywhere and play to win.