Nike Kicks Off "12 Weeks of Football" With Star-Studded Polaroid Campaign

It's no secret: The Swoosh knows the world knows it's lost its footing. Industry veteran and current C.E.O. Elliott Hill implemented a company-wide "Sport Offense" approach to all matters shortly after assuming the role in October 2024. Now, with the 2026 World Cup™ inching closer and coming to home soil, this reorganization and strategy reset has prepared Nike Football to step up to the occasion.

Today, the team has announced its big bold bet for the summer tournament. Instead of launching one cool video campaign à la Backyard Legends by adidas, NIKE, Inc. is building out a football universe over the next 12 weeks.

The brand's aim with this concerted effort is to celebrate "the beautiful game," its players, and fans at every point of the sport. Innovative 2026 federation kits to be worn by the likes of Kylian Mbappé, Erling Haaland, and Neymar Jr. on-the-pitch are just part of the equation—revamped retail spaces; events like NIKE TOMA; and an exciting lineup of football boots all form part of the Swoosh's universe, championing community, athletic greatness, and a shared passion.

Over the next three months, Nike Football is treating fans of the sport to handfuls of different treats for the World Cup™ and beyond. The brand's not doing it alone; as revealed by a Polaroid picture campaign, the Swoosh has tapped its extended family—including the likes of Cristiano Ronaldo, LeBron James, Kim Kardashian, Serena Williams, and Central Cee—to celebrate football. Special campaigns, initiatives, and product launches will include some of these and other figures.

Keep an eye on Nike.com/soccer for all new drops.