Nike’s new film for the FIFA World Cup 2026 upends the conventions of its previous marketing around the tournament.
“Rip the Script,” created by Wieden+Kennedy and directed by Dan Streit, is a chaotic, joyful, six-minute anthem that attempts to win over both young, devoted fans and the soccer-curious. It stars soccer icons including Erling Haaland and Cristiano Ronaldo, as well as celebrities like Kim Kardashian and rapper Young Miko.
Nike’s ambitious World Cup campaign comes amid a turnaround to restore its brand and reverse sluggish sales. It’s doubling down on soccer and the tournament as key parts of that effort.
