Nike Football has just flicked the switch on a new chapter — one drenched in mischief, menace, and a heavy dose of late-night chaos. Welcome to SCARY GOOD — not just a campaign, but a cultural reset. A call to arms. A creative manifesto dressed in the skin of satire, horror, and everything in between. This is Nike Football at its most fearless, most disruptive, and arguably, its most fun in years.
In a world that’s seen football strangled by predictability, SCARY GOOD is Nike’s answer to the algorithm — a gloriously unhinged antidote to the sterile side of the modern game. It’s a cinematic playbook that champions one thing above all else: attacking football that leaves opponents shell-shocked, sleepless, and searching for answers.
Fronted by some of the most devastating talents the sport has ever seen, SCARY GOOD is a love letter to those who play with flair, with chaos, and with no mercy. A celebration of creativity that haunts the opposition long after the final whistle.
The campaign kicks off with a 60-second montage that acts as both a teaser and a warning shot — a stitched-together fever dream of the eight individual films that follow. It’s a visual blitz, showcasing the Swoosh’s cultural confidence and foreshadowing the madness to come.
And come it does.
1 July sees the drop of the first full vignette, Kyller Instinct — a horror-flick homage featuring a traumatised goalkeeper and a hospital ward full of defenders who’ve just had a close encounter of the Mbappé kind. It's sharp, funny, and shows that when Kylian’s on the hunt, nobody’s safe.
“This campaign is about reminding the world that the game is still about joy and daring to be different,” Mbappé says. “I was deeply influenced by Nike’s creative work growing up — now I’m proud to be part of it.”
Shortly after, Free Psychic Readings with Alexia is set to drop, starring the incomparable Alexia Putellas as a late-night psychic. It’s part hotline parody, part prophecy — and entirely perfect. Peering into her crystal ball with deadpan intensity, Putellas foretells doom for anyone bold enough to cross her on the pitch. It’s clever. It’s weird. It’s wonderful. And it’s a powerful flex of the creative lens through which Nike views the women’s game in 2025 — not as an afterthought, but as a cultural driver.
“I am proud to stand side by side in a cast made up of the world’s most disruptive attackers,” says Putellas. “This campaign shows the influence women have over global football.”
Alongside Putellas and Mbappé, the cast reads like a fantasy front line: Ronaldinho, Giulia Gwinn, Erling Haaland, Kerolin, Sam Kerr, Cole Palmer, Salma Paralluelo, and Vini Jr. It’s a rogue’s gallery of relentless attackers. No passengers. No padding. Just killers with creativity coursing through their veins.
But SCARY GOOD isn’t just playing the hits. It’s laying the foundation for something far more deliberate. This is Nike doubling down on its football philosophy — that instinctive, attacking play is where the soul of the game lives.
It lands alongside two massive moves: the launch of the new Phantom 6 — a boot designed to weaponise agility and control for the game's most creative players — and the debut of Toma El Juego in LA, Nike’s new street soccer platform driven by youth culture and community.
These aren't just product drops or regional activations — they're statements of intent. Together, they show that Nike isn’t just back in football, it’s building its world within it.
And SCARY GOOD? That’s the moodboard. The trailer. The glitchy TV transmission warning the footballing world that the Swoosh is once again ready to break the game open.
Over the past 12 months, Nike has re-established a foothold in the cultural side of football by doing what it once did best: telling stories that twist the game inside out. From Travis Scott-led activations, to the resurrection of T90 and Cryoshot sneakers, to Mercurial nostalgia trips — there’s a clear creative throughline here.
SCARY GOOD is the manifestation of that momentum. A campaign that doesn’t whisper change — it cackles it through a flickering CRT screen at 2am.
The tone is mischievous. The intent is serious. Nike Football wants to bring the joy — and the fear — back to the beautiful game. And if you're a defender? You’ve been warned.
Because the scariest thing about this new Nike era? It’s only just getting started.
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