Ice kings
The stadium belongs to those brave enough to play.
Russian professional footballers leave the country during the harshest winter months. But the kids from the back streets of Moscow keep playing through the bitter cold, no matter what mother nature throws at them. -10, -15, -20, for them football never stops.
We wanted to reward those players with the ultimate football experience – giving them the stadium their heroes in the pro league had left empty for the winter break.
We held a knock out tournament across Moscow, which was sold out in 48 hours with 1400 registered players, playing 583 games. We crowned the very best winter players, Ice Kings. These kings were then sent a digital key through the Nike Football App, which when scanned, opened up Spartak Moscow's stadium door, and for one night only, they ruled Russian football.
With a social reach of over 4.2 million, young Russians held this campaign up as a badge of honour. The perception of the football winter break in Russia has changed. No longer a time to escape, now an opportunity to rule.
