Win turns split-second decision-making into focus Copy the scripta summer football campaign based on attacking play, invention and instinct. The project encourages players to respond freely during a match and treat football as a source of enjoyment. Nike uses the campaign to argue that memorable moments often begin when an athlete follows an immediate reaction rather than a fixed directive.
SPORTS
A large-scale film introduces this concept into a Hollywood studio complex. Football players take over the production space and disrupt its planned scenes through spontaneous play. The setting gives Nike room to mix in match action, comedy, celebrity cameos and references that fans can recognise.
Kylian Mbappé breaks away from the defense before cycling to score. Vinny Junior responds to hostility with a smile, while Cristiano Ronaldo continues to test the limits of his career. Erling Haaland waits for the right opening before completing his attack. Retirees Eric Cantona, Ronaldinho, Zlatan Ibrahimovic, Didier Drogba and Jorge Campos retain the same independent character that defined their time on the pitch.
Nike assembled an extensive lineup of players for the film. Cristiano Ronaldo, Kylian Mbappé, Erling Haaland and Vini Jr. they appear alongside Cole Palmer, Jamal Musiala, Virgil van Dijk, Bruno Fernandes, Kerolin, Alexia Putellas, Nico Williams, Fede Valverde, Estêvão, Tyler Adams, Alphonso Jiméné and Raúl. The production also features six young players from Toma el Juego, Nike’s street soccer platform.
The cast reaches far beyond professional football. lebron james, Travis Scott, Kim KardashianTed Lasso, Kate Scott, Channing Tatum, Young Miko, Black and pink Members LISA, Central Cee and Clint 419 contribute cameo appearances. Their inclusion reflects soccer’s presence in music, film, television, fashion and basketball, while giving the campaign several stories that Nike can revisit during the tournament.
Kim Kardashian takes on a soccer player character, inspired by her connection to the sport through her son Saint. Enrico Balleri, Nike Vice President and Creative Director for Global Brand Voice, explained that the creative team chose cast members who had genuine ties to football. Nike plans to develop Kardashian’s character in later campaign content.
“Rip the Script” serves as the first chapter in a larger summer program. Nike will release associated films, products, community initiatives and physical experiences throughout the tournament. Recurring characters, hidden references and unexpected appearances will encourage viewers to return to the campaign and interpret its details. The format also provides fans and creators with material to extract, discuss and mix.
Helena Thornton, Vice President of Nike Brand Management, described instinct as the source of football’s most memorable moments. He said Nike wanted the film to reach football communities through its own interests and subcultures, including apparel, entertainment and local events. The company designed the project to create engagement beyond a single viewing.
Nike will support the campaign on the pitch through the 2026 federation collections. The kits use Aero-FIT cooling technology and refer to the culture, identity and traditions associated with each national team. The company also introduces an elite range of boots designed for different forms of attacking play.
The Mercurial Vapor 17 targets quick reactions in restricted areas. The Mercurial Superfly 11 supports acceleration during breakaways. The Phantom 6 focuses on attacking precision, while the Tiempo Maestro supports dribbling. Together, the four designs connect Nike’s campaign message with gear built for speed, technique and creative decision-making.
Toma el Juego brings the same approach to community soccer. Nike has organized over 100 tournaments through the program in more than 20 cities on six continents. The initiative gives young athletes opportunities to play street football and creates pathways to the game’s elite. Nike also connects creativity and play through its global in collaboration with LEGO.
The X2 collections explore national identity through seven country-specific designs. The associations formed the initial styles before designers, artists and the football community developed new interpretations. The Nike Cryoshot and Mad 90 Pack adapt recognized competition designs for sportswear, while the Hollywood Keepers collection references the expressive goalkeeper uniforms associated with the 1990s and early 2000s. The collection takes these visual codes beyond official competition regulations.
In Mexico and Latin America, the Tercer Tiempo FC and Amor & Furia collections translate the emotion of match day into clothes designed for everyday wear. These local editions are part of Nike’s effort to connect football products with the ways supporters experience the sport in their own cities.
Retail projects will bring “Rip the Script” directly to fans from early June until the end of the tournament. Nike plans to update more than 5,000 locations in its own network and through wholesale partners. Every major facility will cater to its local football community.
Nike and Pro will create the House of Merc at 21 Mercer in New York, focusing on Mercurial design, culture, production and technology. In Los Angeles, Nike will convert a longtime Niky’s Sports store into Estadio Niky’s. The site will include a soccer field, localization and a Mercurial lab. In Dallas, Nike and soccer.com will create The Roof at Vanta, using a rooftop facility for supporters, Mad Ballers and local players.
Through film, merchandise, tournaments and retail projects, ‘Rip the Script’ presents soccer as an activity driven by immediate choices. Nike accommodates elite athletes, retired icons, young players and celebrity guests in the same campaign, while keeping instinctive play as the main theme.
