In taking over the lead sponsorship duties of the England Football Association earlier this year, Nike decided to focus on the spirit and enthusiasm of the team’s fans. Part of the strategy was to partner with creative agency Rosie Lee, who developed highly immersive customer experiences at Niketown London and Trafford Centre Manchester. There, fans are invited to try on the new England shirt and act out goal celebrations while being filmed and photographed, the results of which are shared with participants through a personalized and easily shareable web page. The campaign microsites are then built into the websites of various retail partners, totaling 350 stores nationwide. Check out a video overview of the campaign below.