As the Africa Cup of Nations (AFCON) begins in Morocco, Nike, through Hudson Morocco, sets the tone for the tournament with ‘Show Dem’ – a bold pan-African point of view celebrating the unmistakable energy of African football.
‘Show Dem’, Nigerian slang for “show them how it’s done,” reflects the continent’s trademark mix of flair, confidence, competitiveness, and joyful one-upmanship. It’s a mindset deeply rooted in African football culture – one that challenges players and fans to express themselves freely, play without fear, and bring their full personality to the game.
“They say the game’s gone. Let’s Show Dem where it went,” says Nike’s self-appointed Chief Flair Officer, Jay Jay Okocha – AFCON champion and one of Africa’s most iconic footballers. His words serve as a rallying cry, reminding the world that the soul of football has always lived on the continent.
‘Show Dem’ launched with a hero film featuring Jay Jay Okocha, setting the stage for a powerful celebration of African football just ahead of AFCON. The initiative came to life on December 20th in Casablanca with Nike’s first-ever EMEA TOMA event, stealing the spotlight on the eve of the tournament.
TOMA Casablanca became a high-energy stage for African football culture, bringing together players and teams from Morocco, Nigeria, Ivory Coast, Senegal, South Africa, Egypt, and Angola. The tournament unfolded in three distinct acts. The first saw Casablanca’s best ballers compete in a local Moroccan tournament, with the top three women’s teams and top three men’s teams advancing. The second act featured an international 3v3 showdown between teams from across the continent. The final act, Mad Mode 1 vs 1, crowned an MVP as each team put forward their most fearless player.
Alongside the matches, a vibrant night market ran throughout the event, offering customization stations, barber services, henna art, free-play zones, food and beverage experiences, and more – turning the venue into a full cultural celebration.
The event was live-streamed by international creators and anchored by a communications panel featuring special guests Jay Jay Okocha, Hakim Ziyech, and Michelle Alozie, bridging football, culture, and global conversation.
Hudson Morocco played a central role in bringing TOMA Casablanca to life, working hand in hand with Nike and its Football Authenticator client, Sporhouse Pro. Together, they recruited Moroccan players, led local awareness campaigns with podcasters and community voices, authenticated players and teams, and managed the full tournament operations – from sourcing product to supporting execution across every touchpoint of the experience.
‘Show Dem’ isn’t about ownership of the tournament – it’s about owning the moment. A statement of intent that African football doesn’t wait for permission to shine. It steps forward, confident and unapologetic, ready to Show Dem how it’s done.
