Nike and Adidas Unveil Creative Campaigns for 2026 World Cup
WHO:
Marketing Brew - Camilo Andrade, global VP and GM football/soccer at Nike.
Yahoo - Football legends including Ronaldo and Messi, and rising stars like Erling Haaland and Lamine Yamal.
WHAT:
Marketing Brew - The World Cup Final scored 62.8 million viewers in the US.
Marketing Brew - Nike's marketing team coordinated over 30 athletes and actors for the "Rip the Script" film, which took around 42 days to shoot across multiple locations.
Yahoo - Nike's "We're Not Mad, We're English" ad was released on July 15, 2026, featuring football legend Wayne Rooney.
Yahoo - Adidas' "Que Locura Hermosa" ad for Argentina was also released on July 15, 2026, celebrating Argentina's advancement to the World Cup final after being down 1-0 to England.
Yahoo - Adidas' "La Final" ad was released on July 17, 2026, honoring Spain and Argentina in the World Cup Final.
Marketing Brew - Nike's "Rip the Script" campaign garnered 3 billion total views during the World Cup.
Marketing Brew - More than 1.2 billion views came from Nike-owned channels; 1.6 billion views were generated through creator content; and 400 million views came from athlete and creative partners.
Yahoo - Adidas released its "Backyard Legends" mini-film in May as a precursor to the 2026 FIFA World Cup.
Yahoo - Nike unveiled its "Rip the Script" ad on June 4, 2026, prior to the World Cup kickoff.
Yahoo - Adidas celebrated Lionel Messi being the World Cup's all-time top scorer with its "Messi's Record Breaker" ad on June 22, 2026.
Yahoo - Adidas honored Mexico for winning all three of its group stage matches with the "Y Si Si?" ad on June 24, 2026.
Yahoo - Nike commemorated Cristiano Ronaldo being the first male player to score in six different World Cups with the "His Legend Lives On" ad on June 23, 2026.
WHERE:
Marketing Brew - Multiple locations were used for the filming of Nike's "Rip the Script" campaign, including cities where UEFA Champions League matches were held.
WHEN:
Yahoo - The World Cup Final took place on July 19, 2026.
Yahoo - Nike's "Five Stages of Haaland" ad was released on July 8, 2026.
Yahoo - Nike's "French Artistry" ad was released on July 9, 2026.
Yahoo - Adidas' "Y Por Qué No?" ad for Spain was released on July 14, 2026.
Yahoo - Adidas' "La Final" ad was released on July 17, 2026.
WHY:
Marketing Brew - Nike aims to funnel the excitement from the World Cup into continued fandom for soccer and the brand.
Marketing Brew - The campaign is a celebration of creative football and aims to allow athletes to express themselves freely during the filming.
HOW:
Marketing Brew - Nike's marketing strategy included a significant media investment and a "Nike ecosystem" built around the World Cup.
Marketing Brew - The "Rip the Script" film was created by the agency Wieden+Kennedy and involved coordination of over 30 athletes and actors.
(UPDATED July 24, 2026 20:22 UTC)
The World Cup Final captured an impressive 62.8 million viewers in the U.S., showcasing the event's massive popularity. On the marketing front, Nike's team coordinated over 30 athletes and actors for their "Rip the Script" film, which took around 42 days to shoot across various locations, while their ad featuring Wayne Rooney debuted on July 15, 2026. Adidas also made waves with their "Que Locura Hermosa" ad celebrating Argentina's comeback to the final, released on the same day, followed by their tribute to both Spain and Argentina in "La Final," which launched on July 17, 2026.
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(UPDATED July 24, 2026 19:32 UTC)
Nike's "Rip the Script" campaign has made waves during the World Cup, racking up an impressive 3 billion total views, with over 1.2 billion coming from Nike-owned channels alone. The campaign, which was unveiled on June 4, 2026, features a star-studded lineup including football legends like Ronaldo and Messi, as well as rising stars such as Erling Haaland and Lamine Yamal, and was filmed in various locations where UEFA Champions League matches took place. In addition to Nike's efforts, Adidas has also been active, releasing several ads including "Messi's Record Breaker" and "Y Si Si?" to celebrate key moments in the tournament.