For the 2026 FIFA World Cup, Nike ripped up its own playbook.
At every defining moment in sport, all eyes turn to Nike to see what it will do next. This year, instead of following the formula it helped create, Nike made a case for the one thing that cannot be measured: instinct.
At a time when football is increasingly shaped by data, tactics and systems, Nike made a case for the one thing that can't be measured: instinct. "Rip the Script" celebrates the creativity, flair and split second decisions that make the game unforgettable, reminding players and fans why they fell in love with football in the first place.
Instead of creating another traditional World Cup anthem, we built an expansive universe designed to unfold over 12 weeks. Set inside a Hollywood mega studio, the campaign follows football's biggest stars, including Cristiano Ronaldo, Kylian Mbappé, Erling Haaland and Vini Jr., as they break free from the script and turn a controlled film set into a playground for instinctive football. Alongside legends of the game and unexpected cameos from across music, fashion, entertainment and sport, the campaign reflects Nike's belief that football has always been bigger than the pitch.
Directed by Dan Streit, the production had cameras rolling continuously as players’ improvised and unexpected moments became part of the story.
The campaign also rewarded fans who know the culture. For example, Kim Kardashian, whose clothing brand SKIMS has an activewear brand with Nike, appears as her son's soccer mom. Travis Scott steps in as the host of Nike's Toma, a celebration of youth street soccer and cultural expression that encourages rising ballers to re-take the game. Puerto Rican singer-songwriter and rapper Young Miko, who once played for the Puerto Rican national team, makes an appearance that feels earned rather than expected. The result feels less like a commercial and more like a world fans can step into.
More than a film, Rip the Script became an evolving universe that extended across sport, music, entertainment and fashion throughout the 12 weeks of the World Cup, rewarding fans with new stories and cultural references at every turn.
By abandoning its own formula, Nike reminded the world that the game's greatest moments are the ones no one could have scripted.
