Nike Football has released a sneak peek of its World Cup campaign that assembles a roster of global icons, from Cristiano Ronaldo and Erling Haaland to musician Young Miko and reality star Kim Kardashian. The teaser, shared on Instagram and TikTok, features a series of Polaroid‑style images that also showcase the latest boot designs and an eye‑catching scorpion motif.
A visual twist on a classic slogan
The rollout follows Nike’s recent “Why do it?” initiative, a modern reinterpretation of the 1988 tagline “Just do it” crafted by Wieden & Kennedy Portland. The agency’s London office also contributed a horror‑inspired spot titled “Scary good”, which debuted last summer and leans into the eerie aesthetics of late‑night television.
While Nike’s creative push leans on striking visuals, its rival Adidas has been busy with its own World Cup narrative, launching “Backyard legends” by Lola USA earlier this month. The five‑minute film, fronted by actor Timothée Chalamet, earned a Campaign Pick of the Week for its fresh take on grassroots football.
Industry buzz
The excitement isn’t limited to the two sports giants. Lynx, Samsung and Coca‑Cola have all joined the conversation, each unveiling their own celebratory activations as the tournament draws nearer.
The campaign’s imagery, posted across Nike’s social channels, blends retro Polaroid aesthetics with high‑octane football action, aiming to capture the cultural buzz surrounding the event. By pairing familiar faces with unexpected props, the brand hopes to spark conversation ahead of the competition’s opening matches.
A global stage
Fans in the United Kingdom and the United States will be among the first to see the rollout, reflecting the campaign’s transatlantic reach. As the world prepares for the tournament, brands are jockeying for position, hoping to embed themselves in the cultural conversation that will dominate headlines and social feeds.