The Challenge
Ahead of AFCON, Nike TOMA brought football culture, creator-led storytelling and live competition to an in-person activation in Casablanca.
The event had energy on the ground, but Nike and Livewire wanted that experience to reach beyond the people who could be there in person. The stream needed to extend the activation to a wider digital audience, while still feeling relevant to the fans and communities it was designed for.
That meant the broadcast could not feel like a traditional event stream looking in from the outside. It needed to feel close to the talent, close to the action and natural to the way the audience already consumes football and creator content online.
The challenge was to turn a physical brand activation into a live digital experience that felt authentic, immediate and audience-native, without losing the control needed to deliver a polished global broadcast.
The Approach
Rather than placing a traditional broadcast layer between the talent and the viewer, we used a professional IRL mobile-first setup that allowed each stream to feel personal, immediate and natural. The talent could roam through the activation, speak directly to their audience and stay close to the action, while the capture remained stable, clear and suitable for a live brand broadcast.
Behind that lightweight front end was a proper broadcast workflow and rundown. The mobile feeds were sent back to Flux’s London control room, where three independent galleries managed the streams, broadcast structure and wider production layer.
This included video assets, graphics, dynamic scoring, additional pitch-side camera angles and replays from the live 4v4 tournament. These elements gave the streams pace and clarity, without making the content feel too polished or detached from the activation.
Because the production relied on mobile, creator led capture from Morocco, resilience was a key part of the setup. The workflow was built to protect the streams if a creator feed dropped or local connectivity became unstable, helping keep the live output running without interrupting the viewer experience.
On site in Casablanca, each influencer was paired with a producer who acted as their show lead. The producers were connected to the London directors through remote comms, keeping the Morocco and UK teams aligned while still giving the talent freedom to move, react and interact naturally.
The Impact
The result was a workflow that satisfied both sides of the brief: authentic, creator-led content for the audience, supported by the structure and safety of a live broadcast.
The streams reached more than 200,000 concurrent viewers across three channels, extending the Nike TOMA activation far beyond the audience on the ground in Casablanca.
The mobile-first approach helped the content feel closer to the talent, the fans and the pitch, while the broadcast workflow gave the production the structure needed to manage multiple streams, live action, graphics and remote teams.
The result was a live digital experience that felt authentic to the audience Nike wanted to reach, without losing the polish and reliability expected from a global brand activation.
Flux are the best in the business. The TOMA project with Nike Football was a perfect example. They combine technical excellence and creative flair, underpinned with the essential ability to quickly react to the ever changing beast that is live content.
From a derelict Moroccan abattoir (with no Wi-Fi!) with a one-day load-in, we delivered three simultaneous four-hour creator-led live shows that reached millions across Europe and Africa on Twitch, Instagram and TikTok.
Jack Woodcock, Head of Creative Strategy (Livewire)