The Best Nike World Cup Campaigns
Sports fans across the world will be no doubt buzzing in anticipation ahead of the festival of football that is about to spring upon us. Yes, it’s that time again, the 2018 FIFA World Cup is just a matter of days away, and while the trophy is familiar to billions around the world, many of the tournament’s partners and sponsors help to drive anticipation and excitement.
Global sports brand Nike have long been the masters of sports advertisements, and their World Cup efforts often incorporate the world’s biggest football stars into fun-filled celebrations of football. Here are a run-down of their best work:
1998 World Cup – Airport ‘98
Ah, France ’98. 20 years ago, Nike set out to redefine sports advertising, and they did so in style, with this effort. Brazil set off for their long journey to Europe, and the squad decide to turn the airport into a footballing playground, using their skill to great effect.
Throw in a cameo from the effortlessly cool Eric Cantona, and seeing the likes of the original Ronaldo having fun, set to samba beats of Mas Que Nada, arguably inspired an entire generation of creatives, redefining sports advertising.
2002 World Cup – Joga Bonito
A classic from this writer’s childhood, the image of Ferdinand, Henry, Davids, Figo, Ronaldo and co., taking part in a 3v3 tournament, in the depths of a boat – the stuff of advertising dreams!
The iconic Elvis remix of ‘A Little Less Conversation’, combined with the outrageous skills of the talent onboard combine for one of those adverts that evoke memories of youth gone by, with Davids’ goggles, Cantona’s cane and the flicks and tricks all sitting perfectly within the Nike brand.
2010 World Cup – Write the Future
Ahead of the first African World Cup, Nike incorporated stars of teams from across the globe taking part in a footballing free-for-all, with shots of the action on the cross-country pitch slotted alongside scenes of fans holding their breath around the world.
Didier Drogba’s chip looked destined to push the Ivory Coast to glory, causing their fans to celebrate, before Fabio Cannavaro clears to safety, earning him his own chat show! Set to the pulsating ‘Hocus Pocus’ by 70s prog-rock band, Focus, the ad then diverts to Wayne Rooney, whose vision of failure inspires him to succeed, backtracking to dispossess Franck Ribery, which leads to a knighthood and a flurry of babies named Wayne back home.
Eventually, we meet a younger Cristiano Ronaldo, who’s own fame has gone on to match that depicted in the ad, a film, a statue and an airport named after him, before the cut to black, with the inspirational Write the Future slogan. Another top effort!
Have we missed out any fantastic Nike World Cup campaigns? Let us know at our Twitter: @Champions_PR.