TransCity has done a few activities for the Nike Panna Knock Out, a popular event for street football players.
When Nike came to Europe in the early nineteen ninetees of the last century, it did not have a position amongst the football players in Europe. Nike decided not to put too much emphasis on football players who have grown up with brands like Adidas and Lotto, but instead focus on new generations of future football players. They wanted new generations to grow up with Nike.
A number of communications platforms were developed, but one of the most successful is the Panna Knock Out. Panna is a word from the language of Suriname: when you give a Panna you play the ball between the legs of your opponents.
Nike discovered that for many street football players in Amsterdam and other Dutch cities, giving a Panna was far more important than scoring a goal. In the words of these youngsters: ‘when you give a Panna you feel great, when you get a Panna against you, you feel humiliated’.
Based on this insight, Nike developed a series of Panna Knock Out events; three minutes of football, in a cage, one to one, the one who scores most of the goals wins, but when you lead 2-0 and in the dying seconds you get a Panna against, you are out! Knock Out!
The concept and events were developed by Nike, TransCity has assisted Nike in:
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Selecting participants of the events through ethnic and cross cultural media, including online media.
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Free publicity and promotional acivities on FunX Radio.
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Free publicity in ethnic and cross cultural press, including the Turkish press.