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Rip the Script World Cup Campaign

PR Campaign
Thursday 4th June, 2026

Nike released a six‑minute hero film, “Rip the Script,” featuring 30+ athletes (including Mbappé, Ronaldo, Haaland) filmed across 42 days and supported by creators and athlete partners to generate broad cultural attention during the World Cup; the film and ecosystem earned the brand 3 billion views and was positioned as a celebration of creative, improvisational football rather than a product pitch.

Why it worked: It hijacked the World Cup’s daily narrative by reframing outcomes as unscripted, using A‑list cameos and creator remixes as real‑time fuel.

The lesson: Consider launching a short, remixable hero asset tied to a live tentpole, then feed it with creator cutdowns that evolve with each news beat.

Nike
14 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
nike.com Nike Debuts “Rip the Script”: A Step Inside the Universe of Nike Football Thursday 4th June, 2026
adweek.com Nike Reveals a World Cup Universe That Rips Up Its Own Script Thursday 4th June, 2026
boardroom.tv How Nike Made its "Rip the Script" World Cup Commercial Thursday 4th June, 2026
boardroom.tv How Nike Made its "Rip the Script" World Cup Commercial Thursday 4th June, 2026
creativereview.co.uk Nike goes all in on World Cup film, Rip the Script Friday 5th June, 2026
complex.com Nike Unveils Star-Studded 'Rip The Script' 2026 World Cup Campaign Friday 5th June, 2026
complex.com Nike Unveils Star-Studded 'Rip The Script' 2026 World Cup Campaign Friday 5th June, 2026
themeasure.net How Nike's 'Rip the Script' Is A World Cup Winner On Social Video Friday 26th June, 2026
adweek.com Nike Has a Plan to ‘Keep the Spark Alive’ After the World Cup Wednesday 1st July, 2026
app.com What is 'Rip the Script'? What to know about Nike's World Cup short film - Yahoo Sports Wednesday 1st July, 2026
usatoday.com How LeBron, Cristiano ripped their own scripts for Nike's World Cup ad Thursday 16th July, 2026
usatoday.com How LeBron, Cristiano ripped their own scripts for Nike's World Cup ad Thursday 16th July, 2026
marketingbrew.com Inside Nike’s ‘Rip the Script’ World Cup campaign Friday 24th July, 2026
marketingbrew.com Inside Nike’s ‘Rip the Script’ World Cup campaign Friday 24th July, 2026
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