Nike unveils Rip the Script, a spectacular 2026 World Cup campaign starring Cristiano Ronaldo, LISA, Kim Kardashian and some of the biggest names on the planet.
When it comes to advertising campaigns that transcend sport and become cultural phenomena, few brands have a legacy comparable to Nike. From the iconic commercials featuring Michael Jordan to the cinematic football campaigns that inspired generations of players, the American sportswear giant has spent decades building a unique narrative around athletic achievement. Now, with the 2026 FIFA World Cup approaching, Nike is raising the stakes once again with Rip the Script, a campaign that brings together some of the most influential figures in sport, music, fashion and entertainment.
Rather than focusing solely on kits or footwear, the new short film delivers a far more emotional message. The campaign encourages players, fans and creators alike to challenge expectations, break established rules and embrace creativity as the driving force behind greatness. The title itself perfectly captures the philosophy Nike wants to communicate ahead of football’s biggest tournament: rewrite the story and create your own path.
The film moves away from traditional sports advertising to celebrate the unpredictable moments that define careers and change matches. Impossible goals, unexpected decisions and the courage to improvise when everything seems predetermined sit at the heart of a narrative designed to recapture football’s most exciting and liberating qualities.
One of the campaign’s most talked-about elements is its extraordinary cast. Cristiano Ronaldo, Kylian Mbappé, Vinícius Júnior and Erling Haaland lead the football contingent, joined by legendary figures including Ronaldinho and Zlatan Ibrahimović. The presence of multiple generations of stars creates a powerful vision of the game that bridges its past, present and future.
However, Nike’s ambitions extend far beyond football. The campaign also features personalities who represent the growing influence of sport within contemporary culture. Among them are LeBron James, one of the defining athletes of his generation; Travis Scott, whose impact spans music, fashion and youth culture; Kim Kardashian, one of the most influential entrepreneurs of the digital age; and LISA, the global K-pop superstar whose influence extends across music, fashion and luxury.
Their inclusion reflects a broader reality. Football is no longer simply a sport; it has become a global cultural force that shapes fashion, entertainment, music and social media. Today’s athletes are judged not only by what they achieve on the pitch, but also by the cultural impact they create beyond it. In that sense, Rip the Script feels less like an advertisement and more like a snapshot of modern culture itself.
Visually, the campaign embraces a cinematic aesthetic driven by energy, speed and emotion. Sporting action merges with references to street culture and the personal style of each participant, reinforcing an idea Nike has championed for decades: individuality is a form of expression.
The timing could not be more significant. The 2026 World Cup is expected to become the largest tournament in football history, attracting billions of viewers worldwide. Against that backdrop, Nike is not simply positioning itself as a leader in sportswear; it is presenting itself as a brand capable of defining and interpreting the cultural spirit of an entire generation.
