Case Study: Nike Hypervenom 3 Ft. Jamie Vardy
Built for chaos. Designed to strike.
Built for chaos. Designed to strike.
The final chapter in rebel proving ground was always going to hit different. Where previous episodes leaned into control (Adidas) and power (Puma), Nike’s Hypervenom 3 demanded something more unpredictable: agility under pressure, reaction over rehearsal, and instinct as a weapon.
Enter Jamie Vardy—Premier League poacher and chaos merchant, known for tearing up defences with pace, aggression, and split-second decision-making. Vardy didn’t need choreography. He needed freedom. So this proving ground wasn’t about precision or power—it was about unleashing instinct.
The set was reimagined to reflect this brief: tighter corridors, sudden lighting shifts, motion-reactive walls, and unpredictable ball feeds. Vardy was never static. The camera chased him, mirrored him, occasionally lost him. The edit was faster, rougher, more kinetic—built to echo the disruptive spirit of both the athlete and the boot.
The creative strategy centred around behavioural mimicry: we wanted viewers to feel the boot’s responsiveness through Vardy’s movement. Every juke, sprint, and finish reinforced the Hypervenom’s promise—striking from impossible angles with total confidence. This chapter also leaned into non-linear narrative and disruption theory—breaking pattern and expectation in both form and rhythm to mirror Nike’s ethos.
Behind the scenes, the coordination required to secure Nike’s global approval and Vardy’s time demanded precision. As with the other episodes, I worked closely with the global brand teams and athlete management to bring elite international talent into a domestic campaign—raising the creative bar and strengthening rebel’s position as the leading football destination in Australia.
Results:
56% sales uplift in Nike football boots during campaign window
Highest-performing episode of the series across engagement metrics (average 62s view time)
3.4M views across social, in-store, and digital environments in first 14 days
2.1x increase in Hypervenom 3 brand searches on rebel.com
Campaign credited internally at Nike as "best-in-class retail content integration" for the region
Why it worked:
The Hypervenom 3 wasn’t a boot for system players—it was for disruptors. Vardy personified that perfectly. By closing the rebel proving ground series with a jolt of chaos and adrenaline, we didn’t just end on a high. We ended on a strike.