"Show Dem" is a Nike Football global campaign launched in December 2025 to celebrate the "flair, freedom, and raw energy" of African football. Released ahead of the 2025 Africa Cup of Nations (AFCON), the campaign positions African football as the antidote to the rigid tactics and over-coaching found in modern global play.Key Elements of the Campaign Jay-Jay Okocha as "Chief Flair Officer": The Nigerian football legend was appointed to this honorary role to represent unfiltered expression on the pitch. His first act involved gifting classic Naija '96 jerseys to fans as a reminder of legendary flair. Star-Studded Cast: The campaign film features a mix of established stars and digital creators, including Rasheedat Ajibade (Nigeria), Ismael Saibari (Morocco,) Freda Ayisi (Ghana) Obafemi Martins (Nigeria) Interactive Engagement: Following the main film, Nike launched TikTok skill challenges using the hashtag #ShowDem, encouraging the next generation of players to showcase their own creativity and skills.
The Narrative: The campaign addresses the common fan complaint that "the game's gone" (referring to the loss of style in modern football) by showing exactly where it went: to the vibrant, skill-heavy pitches of Africa. In December 2025, Nike Football launched "Show Dem," a high-energy global campaign designed to reframe African football as the spiritual home of creative flair. Released ahead of the 2025 Africa Cup of Nations (AFCON), the campaign directly challenges the narrative that modern football has become too rigid or "over-coached".The Campaign Blueprint: "Chief Flair Officer" At the heart of the movement is Nigerian legend Jay-Jay Okocha, whom Nike officially appointed as its first-ever Chief Flair Officer (CFO). Okocha’s role is more than ceremonial; he acts as the campaign's "cultural translator," responding to the popular fan refrain that "the game’s gone" by declaring, "Let’s show dem where it went.
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Nostalgic Reissue: As his first official act, Okocha gifted limited-edition reissues of the iconic Naija '96 Olympic jersey to creators and players. The Film: Directed by Wieden+Kennedy Amsterdam, the campaign film features a pan-continental cast, including Rasheedat Ajibade (Nigeria), Ismael Saibari (Morocco), Obafemi Martins (Nigeria), and freestyle icon Freda Ayisi. Digital Integration: The campaign transitioned into a series of TikTok skill challenges using the #ShowDem hashtag, inviting youth across the continent and its diaspora to demonstrate their own creative expression. Significance and Cultural Impact: The "Show Dem" campaign marks a strategic shift for Nike, aiming to exert cultural influence beyond traditional performance marketing. Antidote to Rigid Systems: By positioning African football as the "antidote" to highly structured European coaching styles, Nike taps into a global fan desire for spontaneity and individual brilliance. Bridging Generations: Using Okocha—a legend whose prime was decades ago—alongside current TikTok stars and Gen Z players like Saibari bridges the gap between historical legacy and modern digital culture. Elevating AFCON: The campaign elevates the 2025 AFCON from a regional tournament to a global showcase of what football "should be," emphasizing passion over data. Commercial Resonance: Early reports indicate a surge in demand for Nigerian football apparel, with the reissued 1996 jersey serving as a centerpiece for the brand's lifestyle-led football strategy.
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