Nike’s World Cup marketing pivot is starting to bear fruit, and its executives say the tournament is a proving ground for the brand’s wider turnaround.
June saw the sportswear giant rediscover the creative swagger that made it famous with “Rip the Script.” The six-minute World Cup film has now become its most-shared social post of all time, generating more than 1.5 billion views across Nike and partner digital platforms.
The spot is also Nike’s most-viewed Instagram post and YouTube video, with more than 78 million views on YouTube compared to 7.8 million for rival Adidas’ World Cup ad, “Backyard Legends.”
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This story appeared in the Aug. 4, 2026, issue of ADWEEK magazine. Click here to subscribe.
This story appeared in the Aug. 4, 2026, issue of ADWEEK magazine. Click here to subscribe.
