COMPETITION
Our goal was simple: to serve consumers with Mad Brilliant
futbol for 5 non-stop hours, including a 3v3 tournament and our
most intense format: Mad Mode.
Toma El Juego Ciudad de México had a holistic journey with
social media, Nike ecosystem support, and facilitators who
helped us recruit the maddest players in the city.
A roster of 24 personalities acted as team captains, including athletes, catalysts, musicians, NBHD partners, and Mad Network creators. Each one posted content called on young players to join their teams.
We also worked with the International Street Football Association Mexico (ISFAM) and Federación Mexicana De Fútbol 7 (FMF7MX) to connect deeply with local talent.
Through our Nike ecosystem, players register and uploaded a video of them playing futbol to join the Draft.
Top teams from the womens and mens were invited to participate in the tournament.
tournament
Non. Stop. Futbol. We kicked off the day with a 3v3 tournament inspired by the soul of street futbol: retas…5 minutes or 2
goals, whatever happens first. The clock doesn’t stop until there’s a winner.
From the group stage to the final, players played with their heart to win each ball, play, and game.
Mexico breathes street futbol, and Street Futbol is for those who dare - we celebrate the edges of futbol.
During TOMA our athletes were in the center throughout the journey recruiting players, hyping games, narrating games, and celebrating players. Their role was a milestone to deeply connect Game Changers with their National Team heroes on and off the pitch.
In the 3v3 Tournament they were team captains. Their connection and energy with the pitch and players was organic and natural.
They even remembered what it feels like to be a child and meet your idols.
INTEGRATION
If you think 3v3 was intense, we leveled-up with our top 5 players from both categories who competed in Nike’s Mad Mode: 1v1; 1 minute or 1 goal; no ties; winner stays.
Jorge Campos, Mexican Legend, and Alexis Vega, National Team Player, chose their favorite player from the finalists and hyped their gallo (Mexican slang for favorite) to become the first ever Mad Mode Mexican winner.
Winner was challenged by Jack Do wner, @streetpanna, to play a 1v1.
coming
home.
know?
Toma´s 3v3 pitch was inspired
by the shape of futbol rápido
community court in Mexico.
The Phantom Clinic at Toma Anahuacali was an elevated sequel of all the work that we have been doing to elevate Phantom’s Innovation, from Copa Giro and our partnership with the mobile pitch by Innovasport, we wanted to create an immersive experience to make the consumer hear, smell, feel, see and taste every single aspect of the Phantom Innovation.
Consumers entered the experience through a sensorial tunnel, preparing them to “Feed the Phantom” in a cage that tested their precision with Phanton on their feet.
170+ participants in the Precision Cage
TOP SCORER: 1000 points
For the Top Scorer of the Precision Cage, we had
prepared the special Raul Jimenez Seeding with a Pair of
Phantom, elevating our Mexican Main Phantom Athlete.
For every participant of the Precision Cage,
we gave football Jerseys and offered free
customization with the help and
partnership of CULTO, our main Football
Authenticator account.
customized
gifted
