Nike Launches ‘Rip the Script’ Campaign Championing Instinctive Football
Nike has unveiled its global ‘Rip the Script’ football campaign featuring Cristiano Ronaldo, Kylian Mbappé and other football stars.
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Nike has unveiled a new global football campaign 'Rip the Script', which calls on players to trust their instincts and be inventive on the pitch.
The campaign is led by a cinematic film starring some of football’s biggest names including Cristiano Ronaldo, Kylian Mbappé, Erling Haaland and Vini Jr. Cast also includes footballing legends Eric Cantona, Ronaldinho, Zlatan Ibrahimović, Didier Drogba and Jorge Campos.
The film also features cameo appearances by a number of global cultural figures outside of football, including LeBron James, Travis Scott, Kim Kardashian, Ted Lasso, Kate Scott, Channing Tatum, Young Miko and Lisa.
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Instinctive Football:
Set on the grounds of a fictional Hollywood studio, the film follows footballers as they break free from scripted stories and use their instincts, creativity and spontaneity to craft the story.
“The campaign celebrates the moments that make football unpredictable and exciting, while reinforcing the importance of individual expression in the sport,” said Nike.
Helena Thornton, Vice President, Nike Brand Management, said the campaign reflects the brand’s belief that football is at its best when players trust their natural instincts.
“We know the magical moments in football happen when players trust their instincts. That’s the kind of football we love: fresh, instinctive, unexpected and creative,” she said.
Thornton added that Nike sought to engage football communities in a way that felt authentic to the culture surrounding the game.
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“We made this film to meet football communities exactly where they are, not just on a screen, but in their world and deeply engrained into their subcultures. We didn’t want to follow the traditional marketing playbook. We wanted to give them something worth talking about, worth clipping, worth wearing, worth showing up to,” she said.
The campaign will extend beyond the film via a series of content initiatives, product launches and football-focused activations throughout the summer football season, Nike said.
The wider campaign will also highlight Nike’s football ecosystem, from federation kits to football boots, community-led football programmes and football-inspired apparel collections.
Nike aims to strengthen its bond with football culture with ‘Rip the Script,’ honouring the creativity, individuality and instinctual plays that define the game.
