In 2010, Nike Football hosted a series of unusual urban football tournaments under the motto “3o3 – Der Stärkere überlebt” (3o3 – Only the strongest survive). The motto is based on the fact that “3o3” not only means “three against three” but, in the slang of American street gangs, also means “law of the jungle”. The kick-off event for the matches, which were played at night, took place in an abandoned car park in the inner city of Munich. 30 teams could register for the first 3o3 tournaments and design their jerseys themselves. The announcements and the activation of the teams happened exclusively through Nike Football’s Facebook profile.