When Cleveland was deep in its championship drought, Nike tapped into the city’s emotional tension with a simple phrase: I Believe in 2016.
Underdogs helped bring that message into the real world.
Industry
Year
Produced and documented large-scale mural installation across downtown in front of Rocket Arena
Managed creative execution of environmental placements
Supported pop-up retail activation content
Captured campaign photography and video
Delivered rapid-turn social assets during playoff momentum
Helped amplify the message across digital channels
Converted the same mural design into a collectible free t-shirt
The goal wasn’t just visibility. It was presence.
The phrase lived beyond advertising. It showed up on buildings, in pop-ups, in streets, and in fan moments.
The campaign moved at the speed of the playoffs. Creative had to match that energy.
The pop-up generated strong retail performance during its limited window.
The message became part of the city’s playoff identity.
Social engagement spiked as momentum built game after game.
