It’s been highly anticipated, and Nike’s ‘Rip the Script’ World Cup campaign ad does not disappoint. It’s a six minute(!) who’s who of stars from not just the world of football, but across cultures. In short: it’s a real flex, and we’re down for it.
Sometimes the build-up – the anticipation – is the best bit. So, as we gear up for the big kick-off next Friday, we’re all about soaking up everything the pre-tournament has to offer. And for the past 25+ years, a huge part of that has been the TV ads. There’s the beautifully tangible competition between brands, of course, but also the sheer enjoyment of the whole thing. So sit back, relax, and enjoy a full six minutes of Nike simply showing off, in style. Popcorn at the ready…
First off, six minutes is wild. TV ads are usually a couple of minutes at best, but this one happily ignores convention. The key, though, is that it never feels like six minutes. It’s bright and breezy, and as you try to spot all the cameos, it flies by. Before you know it, Haaland is rising above Mateo Alcantar, a young Mexican-American kid from LA who won one of Nike’s Toma tournaments, to smash the ball home and steal the glory.
What really works here is that, while other brands have leaned heavily into retro appeal, Nike are firmly focused on the here and now. Sure, there are plenty of cameos from the superstars of yesterday, but they’re there to support today’s talent, not steal the spotlight. And it lands. It’s a veritable roll call of stars, not just from football but across sport and culture. For every Haaland there’s a Channing Tatum; for every Kylian Mbappé, a Travis Scott; for every Cristiano Ronaldo, a LeBron James, and so on (you get the idea). It’s a star-powered flex of pretty epic proportions from the Swoosh.
“We were intentional in choosing every cast member in the film, and we had fun and leaned into the playfulness of their roles,” says Enrico Balleri, VP, Creative Director, Global Brand Voice. “We knew Kim, for example, takes Saint to play football, so we created a whole ‘soccer mom’ persona for her, and in later extensions of the film, we’ll build and deepen that storyline. A cast that reflected an authenticity and a real connection to football was crucial to us.”
But beyond the flex, the film offers a broader look at the unfolding Nike Football universe, one that moves at the speed of culture: fast, layered, remixable, and alive across sport, entertainment, music and fashion.
And that’s really the point. This isn’t a one-off moment, it’s part of something much bigger. From initiatives like Toma El Juego, opening doors and creating opportunities for the next generation, to unexpected cultural crossovers like the LEGO collaboration, Nike are constantly expanding what football looks and feels like. At the same time, they’re pushing product forward at pace, whether it’s the slick arrival of the Air Zoom Mercurial Vapor 17 and Superfly 11, the disruptive energy of the Cryoshot sneakers, or statement drops like the Mad 90 pack and the incredible X2 collections. It’s all connected, grassroots to global, pitch to street, and it reinforces exactly what this film hints at: Nike Football is moving with culture, shaping it, and making sure the game never stops feeling fresh.
Shop all Nike football boots, kits and apparel at prodirectsport.com/soccer
