# Tosin Makinde > Brooklyn-based copywriter, cultural strategist, and brand voice architect creating campaigns and stories at the intersection of sport, music, identity, and culture. Tosin Makinde has 7+ years of experience working with Nike, CBS Sports, Adidas, EA Sports, Samsung, Lionel Messi's Más+, UnitedMasters, Mastercard, McLaren F1, the Premier League, and Tottenham Hotspur. ## Primary pages - [Home](https://tosinmakinde.com): Overview, selected clients, results, recognition, and showreel. - [About](https://tosinmakinde.com/about): Biography, experience, specialisms, clients, and awards. - [Portfolio](https://tosinmakinde.com/work): Copywriting, brand, social, strategy, editorial, and film case studies. - [Services](https://tosinmakinde.com/services): Copywriting, cultural strategy, brand voice, social strategy, editorial, and on-air services. - [Editorial](https://tosinmakinde.com/editorial): Published books, features, op-eds, and cultural writing. - [Contact](https://tosinmakinde.com/contact): Project enquiries and availability. ## Portfolio case studies - [Nike Football — World Cup 2026 Orchestration Hub](https://tosinmakinde.com/work/nike-world-cup-2026): Spent the World Cup writing for Nike Football in real time, working with a creative team turning match results into copy and scripts almost as fast as the games ended. Wrote for players including Kylian Mbappé, Erling Haaland, and Zlatan Ibrahimović; shaped kit and boot launches, player moments, federation stories, and tournament creative across channels. Joined Nike's Global Campus for two weeks, embedded with the marketing, narrative, and brand creative teams shaping how Nike showed up for the tournament. - [YouTube — World Cup 2026 Community Campaign](https://tosinmakinde.com/work/youtube-world-cup-2026): Ran real-time World Cup community management for YouTube across YouTube, TikTok, Instagram, and X, finding the right cultural reference, meme, or language for each moment. The campaign generated 6.6M+ engagements, exceeded YouTube's goal by 442%, and outperformed its 2022 World Cup campaign by more than 7,500% — becoming one of the platform's strongest character activations around a global sporting event. - [New York, A Football City — The Africa Center](https://tosinmakinde.com/work/africa-center-new-york-football): Hosted a roundtable at The Africa Center exploring what soccer means to New York, tracing the city's football roots from Hakoah Vienna's historic 1926 visit through the New York Cosmos era and into the anticipated impact of the World Cup on local communities. Led the conversation with Sofia Mussa, Zito Madu, and Marvin Heilbronn on how the sport has shaped the city's culture and what comes next as the world arrives at its doorstep. - [Collaboration with UnitedMasters — Mastercard × McLaren F1](https://tosinmakinde.com/work/unitedmasters-mastercard-mclaren): Scripted the case study video for The Sound of Victory — a collaboration between UnitedMasters, Mastercard, and McLaren F1, where championship telemetry data was turned into a full musical album with Mexican artists Le Twins. Also wrote cultural editorials and interview questions for artist Instagram takeovers. - [SPS — Football Culture Brand](https://tosinmakinde.com/work/sps-football-culture): Built SPS into a leading football culture brand at the intersection of sport, music, and fashion — growing to 70,000+ engaged followers through authentic voice, digital campaigns, and audience growth strategies rooted in cultural fluency. - [Adidas, Premier League & Global Brand Strategy](https://tosinmakinde.com/work/we-are-social-adidas): Led cultural research and trend analysis for a portfolio of global brands including Adidas, Under Armour, Premier League, Visa, and Foot Locker. Built brand and content strategies from audience behavior, social trends, and competitive analysis. - [Tottenham × Premier League — Fan Activation, Kansas City](https://tosinmakinde.com/work/tottenham-premier-league): Managed on-ground fan activation in Kansas City for Premier League club Tottenham, working alongside club legends and former England internationals Ledley King and Jermain Defoe to create an immersive experience for American football fans. Directed social content across fan meet-and-greets, stadium tours, and live events, bridging the gap between the Premier League’s global brand and its growing North American fanbase. Football is global, and America has adopted it. This was proof. - [Samsung × Unrivaled Women's Basketball Launch](https://tosinmakinde.com/work/samsung-unrivaled): Brought in to support Samsung's launch of Unrivaled, delivering audience insights, strategic analysis, and social-first activation concepts. Pitched creative storytelling frameworks showing how Samsung's technology could enhance the fan experience. - [Building the Voice of CBS Sports Golazo](https://tosinmakinde.com/work/cbs-sports-golazo): Owned the voice of CBS Sports Golazo from day one — every caption, hook, and campaign message. Built the brand's social identity from zero, producing short-form content across TikTok, Instagram, Twitter/X, and YouTube Shorts while delivering expert football analysis on-air. Engagement grew 32,400%. - [Lionel Messi — Más+ Brand Strategy & Copy](https://tosinmakinde.com/work/lionel-messi-mas-plus): Led copy and strategy for Lionel Messi's Más+ brand. Found cultural angles, developed messaging for World Cup 2026 activations, and used audience data and cultural insight to sharpen brand storytelling across platforms. - [Are We Allowed to Just Dream?](https://tosinmakinde.com/work/are-we-allowed-to-just-dream): Co-wrote and published "Are We Allowed to Just Dream?" — a book featured in Hypebeast that advances cultural conversations at the intersection of sport, identity, and aspiration. - [Nike Women's World Cup 2023](https://tosinmakinde.com/work/nike-womens-world-cup): Wrote social-first copy for Nike's Women's World Cup 2023 campaign, amplifying engagement around the Australian women's national team across global channels. - [EA Sports](https://tosinmakinde.com/work/ea-sports): Wrote brand voice, social copy, and campaign messaging for EA Sports across global markets — connecting gaming culture to sport and lifestyle audiences. ## Contact and identity - Email: hello@tosinmakinde.com - Location: Brooklyn, New York, United States - X: https://x.com/tosinmm_ - Instagram: https://www.instagram.com/tosinm.m/ - LinkedIn: https://linkedin.com/in/tosinm The canonical source for this information is https://tosinmakinde.com.