Section 3 of 7
2002, and a tournament inside a cage
South Korea and Japan pushed European kick-offs into the morning and scrambled the usual media logic, so both major brands went indoors — one into a fictional cage below deck, the other onto a park bench. Neither needed a stadium.
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A cage, eight teams, and Cantona keeping score
Nike · Secret Tournament · 2002 · Wieden+Kennedy · dir. Tarsem Singh
Nike's Secret Tournament put three-a-side football in a ship's hold with Eric Cantona as referee, and built an entire fictional competition around it.
A walled cage has no out-of-play, so the action never stops for a reset. -
Adidas answered with a park kickabout and ten internationals
Adidas · José+10 · 2002
Jose+10 built its film around two boys picking teams from a bench of professionals, which inverted the usual hierarchy of the genre.
Adidas has been a FIFA partner since 1970, which is what buys the right to say the name.Photo: Adidas Logo · Wikimedia Commons