World Cup year. Brands in the UAE were leveraging the starsin Brazil. Meanwhile young, talented expat footballers’ dreams could never come true. This was because pro clubs in the country are only allowed a maximum of two foreign players. During World Cup year, Nike decided to turn these kids into legends like their heroes thousands of miles away. One way we did this was by giving local street football ‘crews’ their own crestS, designed by an Arab graffiti artist and based on neighbourhood lore. The crests were used in social media, on team kits, banners and neighbourhood pitch takeovers.