- Nike has dropped its World Cup ad. The “Rip the Script,” calls on athletes everywhere to drop the playbook and follow their instincts.
- The campaign is centered around a spot featuring soccer legends: Cristiano Ronaldo, Kylian Mbappé, Erling Haaland and Vini Jr., alongside other celebrities including: LeBron James, Travis Scott, Kim Kardashian, Ted Lasso (Jason Sudeikis), Kate Scott, Channing Tatum, Young Miko and LISA.
- The athletics retailer is dropping new boots and kits for the games and will bring the effort to life with retail activations at select stores.
Nike’s message this year is that football (soccer) is at its best when played with freedom, imagination and joy. The new campaign brings this message to the forefront.
“We know the magical moments in football happen when players trust their instincts,” said Helena Thornton, vice president, Nike brand management, in a statement. “That’s the kind of football we love: fresh, instinctive, unexpected and creative.”
Now through the end of the tournament, the brand is updating more than 5,000 retail locations across Nike and wholesale partner stores to tell the story of football globally. In New York, Nike is partnering with Pro:Direct to build the House of Merc, showcasing the new Mercurial line at 21 Mercer. In Los Angeles, Nike is turning Niky’s Sports location into Estadio Niky’s, building out a pitch and Mercurial-focused football lab. In Dallas, Nike is creating The Roof At Vanta in partnership with soccer.com. The rooftop space will host an immersive football environment.
