Madestone Sports Academy was preparing for a new session and needed to fill its roster with fresh talent. As a growing name in youth development, the goal wasn’t just to get attention but to reach the right kind of young players and their parents in a short window of time.

Labile worked closely with the Madestone team to design a PR-led campaign that would speak directly to its audience. Focused on Instagram, where their audience was most active, the campaign featured a relatable, human-centred narrative brought to life through a UGC content creator. Instead of polished brand-speak, we leaned into storytelling that reflected the everyday aspirations of young athletes and their families. The messaging spotlighted the academy’s development ethos, its past successes, and the value of structured football education. The result was a tone and format that felt authentic, not promotional. And that’s what made it connect.

In just two weeks, the campaign reached over 150,000 people, generating steady interest and ultimately leading to 40 new player registrations, which is a significant boost in enrolment and visibility. For Madestone, the results were the start of a stronger pipeline of emerging football talent in Nigeria.