Nike and the Netherlands Football Federation are celebrating a landmark anniversary of their partnership this international week by unveiling a colossal 150m high artwork display on Rotterdam's Delftse Poort building.
To mark the 25th year of this iconic partnership Nike have turned to a building of which they have history with. In the run-up to Euro 2000 which was hosted by the Netherlands and Belgium, Edgar Davids graced the 150 meter high Delftse Poort in Rotterdam. After 21 years, the now ex-international has been succeeded by the Orange heroes of today. And not one, but two icons look out over the port city from the office building. In addition to OranjeLeeuwin Lieke Martens, the captain of the Dutch national team Virgil van Dijk also stands tall as the KNVB thank Nike for 25 years of cooperation.
Lieke was pretty chuffed with the result: "I can still remember that Davids stood on this building in the run-up to EURO 2000 in my own country. As a little girl of 7, I would never have dreamed of standing there myself. This makes me very proud and also shows nicely what role women's football plays today!”
The current deal between Nike and the Netherlands is Nike Football's second longest national team partnership (a year behind USA) and will run to 2026, taking it to a landmark 30 year anniversary.
Nike has played a major role in the appeal of the Dutch squad over the past 25 years, both in the men's and women's teams. The most visible is of course the shirt, which is loved worldwide for its colour and design. Nike have elevated the Dutch national team with their huge marketing campaigns around major tournaments pitting the Dutch against the likes of Brazil and Portugal for epic television and online adverts – none more so than the Nike 'Take It To The Next Level' ad for EURO 2008 directed by Guy Ritchie which followed the journey of a young Dutch player from his POV. And yeah, obviously we're gonna stick that below 'cos you'll wanna watch it again.
Some partnership, this. Long may it continue...
