The Tournament
The competition featured a 3v3 tournament format for boys and girls aged 15 to 18. The qualifiers took place in strategic neighborhoods such as Villa del Parque and Avellaneda, culminating in two major Epic Finals: Buenos Aires on May 9th and Montevideo on May 16th. The winning squad from each city earned an exclusive invitation to compete in 'La Final de las Américas' in Mexico City, where, as a major highlight, the Argentine boys' team was crowned champion of this edition.
VIEW
VIDEO
MEDIA
To amplify the campaign, we deployed an end-to-end branding strategy combining Digital and OOH formats:
Neighborhoods Stage: We executed a pre, during, and post-event push across Social, TikTok, and Twitch, supported by guerrilla OOH and floor graffiti.
Buenos Aires Final: To expand the court's energy, we strategically placed two LED trucks around Av. Corrientes. These screens broadcasted the TOMA logo and featured Markito Navaja's live stream with full audio, bringing the event directly to the public.
Montevideo Final: Alongside Social, YouTube, and digital OOH near the venue, our standout execution was a TikTok Top View takeover on event day.
ENERGY
A broad squad of leading football and lifestyle voices attended our epic TOMA final at the iconic Obelisco in Buenos Aires. The squad drove massive digital amplification across Instagram and TikTok, with standout roles from our key partners: Trueno and Coscu kicked off the Mad Mode, Agustín Belachur hosted the event, and Markito Navaja led the live stream on Kick. This comprehensive strategy ensured the final was covered from multiple perspectives—including football, lifestyle, humor, and music. Ultimately, it successfully connected Argentine street football culture with a high-visibility brand moment for the young audience.
NDDC
The digital ecosystem ( nike.com.ar and nike.com.uy ) served as a content hub for both the neighborhood qualifiers and the finals. A dedicated "Talentos del barrio" (Neighborhood Talents) space was created to showcase the winners, elevating their profiles and providing visibility leading up to the final event.
