Nikefootball.com announced the search for the nation's fastest player.
Young footballers signed up through Facebook and joined the team led by the athlete from their region.
Theo Walcott led London, Gabriel Agbonlahor took Birmingham and Nani called out Manchester. We used targeted Facebook ads to drive young players to sign up.
Every athlete personally attended the trials in their region and helped choose the fastest players.
The fastest players from each region then went onto the Tear up the Pitch National Finals in London. The three teams battled each other for the title of nation’s fastest. The winning team got bragging rights and a week’s training with Barcelona FC’s coaches.
Information on the Mercurial drove young players to NikeStore.com where they could purchase the boots.
We filmed the London event and posted it online to complete the story.