Nike has announced that it’s “time to go off script”, for this year’s World Cup campaign. That has begun by recruiting 42 stars (sports and celebrity) to feature in a ‘football universe” over the next twelve weeks, announced in a Polaroid collage.
And the stars?:
These will appear in “unexpected collabs and cultural expressions”. So far, the brand has released innovative federation kits…
…and is investing in community grassroots soccer through Toma El Juego, its youth-led street soccer tournament:
Nike retail spaces will be revamped and a range of football boots will appear, beginning with the Mercurial soccer boot in June.
The campaign ties in with Nike’s Sport Offence strategy, that itends to strengthen the brand’s legacy of sport and athlete innovation by uniting the innovation, design and product teams across Nike, Jordan Brand and Converse into a single, athlete-focused creation engine.
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