Karl Schulze

Football got boring. Polished stands, safe passes, zero swagger. Soul traded for science. As fans say, the game’s gone.

But not everywhere.

In Africa, flair still rules. Flicks, tricks, freedom. Audacity is not punished, it is celebrated. This is the football football needs.

Nike launched Show Dem by appointing Jay-Jay Okocha as its unofficial Chief Flair Officer. His first move was a letter to the football community, gifting Naija 96 jerseys and inviting the world to see where the game really lives.

In the lead up to the Africa Cup of Nations, we worked with Nike to answer its critics and remind the world that African football is alive and unapologetic. The campaign rolled out through TikTok skill challenges featuring Okocha, Saibairi, Ayisi, Nicolas Jackson, and creators from across the continent, calling on the next generation to show dem.

The response was instant. Fans called it the most refreshing football work they had seen. Creators remixed every line. Social lit up with praise for finally showing African football the way it deserves to be seen.

At the end of the tournament, we launched part two. A final chapter revealing what the new Chief Flair Officer had accomplished, and proving that the game was never gone. It was just waiting to be shown.