Nike is taking a different approach to this summer’s FIFA World Cup 2026.
Ahead of the tournament’s kickoff on June 11, the sportswear giant revealed a sneak peek of the global cast of characters who will feature in its World Cup marketing over the next 12 weeks.
They include soccer stars such as Cristiano Ronaldo and Erling Haaland, as well as athletes, artists, and celebrities like Kim Kardashian, Serena Williams, Travis Scott, K-pop star Lisa, and Puerto Rican rapper Young Miko.
Nike released Polaroid photos of the cast across online and social channels today (May 21), saying they will appear in “unexpected collabs and cultural expressions over the coming weeks,” per a brand statement.
The teaser signals that Nike is forgoing a traditional ad campaign in favor of multiple activations, content pieces, and collaborations for the World Cup. That’s a pivot from previous tournaments, when Nike released star-studded, big-budget spots, like 2002’s “Secret Tournament” and 2010’s “Write the Future,” that became legendary in soccer advertising.
It’s also a different approach from rival Adidas, which earlier this month released a 5-minute film starring celebrities including Timothée Chalamet, Lionel Messi, and Bad Bunny.
A turnaround play
Nike is in the middle of a turnaround, anchored by its “Sport Offense” strategy meant to reignite growth through athlete-focused marketing and product innovation.
It’s now doubling down on soccer and the World Cup as key parts of that effort.
Nike has already released new kits for its partner federations and a new Tiempo soccer boot, and is investing in community grassroots soccer through Toma El Juego, its youth-led street soccer tournament. It plans to unveil new Mercurial soccer boots in June.
“Global football is the next sport to fully transform into the Sport Offense,” Nike CEO Elliott Hill said in the company’s last earnings call. “We’re also utilizing the World Cup as an opportunity to catalyze the football marketplace for quarters to come.”
