Nike launched the Rip the Script global football campaign ahead of this summer’s international tournaments. A six-minute film features a cast of icons including Cristiano Ronaldo, Kylian Mbappé, Erling Haaland, Vini Jr., LeBron James, Kim Kardashian, and Travis Scott. The initiative targets football’s cultural influence across fashion, music, and entertainment.
The strategy introduces updated federation kits and new versions of Mercurial, Phantom, and Tiempo boots. Nike plans to refresh over 5,000 retail locations globally as part of the rollout. The company will also open immersive fan experiences in New York, Los Angeles, and Singapore.
This large-scale effort serves as a primary driver to energize the brand and reverse recent sluggish sales performance.