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Cole Palmer, Erling Haaland and Kylian Mbappe appear alongside Kim Kardashian in Nike’s latest film launch, as the brand unveils its new campaign ahead of the 2026 World Cup.

Nike has introduced its fresh “Rip the Script” initiative in the build-up to the 2026 World Cup, uniting some of football’s most prominent stars with global cultural icons. The film highlights Cole Palmer, Erling Haaland, Kylian Mbappe and Vinicius Junior, celebrating creativity, intuitive play and Nike’s newest football innovations.

Nike reveals its star-packed ‘Rip the Script’ campaign

The sportswear giant has rolled out its “Rip the Script” film ahead of the 2026 World Cup, presenting an all-star lineup of footballers and global celebrities. Mbappe, Haaland, Vinicius and Palmer headline the campaign, joined by football legends Cristiano Ronaldo, Eric Cantona, Ronaldinho, Zlatan Ibrahimovic and Didier Drogba.

The production focuses on the creative, spontaneous side of football, moving away from rigid tactics and embracing freedom of expression on the pitch. Global personalities like Kim Kardashian, Travis Scott, LeBron James and Channing Tatum also feature, reflecting Nike’s effort to merge football culture with mainstream entertainment. Beyond the film, the campaign features new federation kits, upgraded boot collections and grassroots programmes designed to promote expressive, instinct-driven football.

Nike shares the inspiration behind the campaign

Helena Thornton, Nike’s Vice President and Creative Director of Global Brand Voice, explained that the campaign stems from the belief that football’s most unforgettable moments occur when players follow their instincts.

She said on Nike’s official website: “We know the magical moments in football happen when players trust their instincts. That’s the kind of football we love: fresh, instinctive, unexpected and creative.”

Thornton further emphasised that the project aims to connect with modern audiences across various platforms. She added: “We made this film to meet football communities exactly where they are, not just on a screen, but in their world and deeply ingrained in their subcultures.

“We didn’t want to follow the traditional marketing playbook. We wanted to give them something worth talking about, worth clipping, worth wearing, worth showing up to. A story they don’t just watch – one they can make their own. That’s the whole idea behind our universe of Nike Football.”

Blending football culture with innovation

Although the film is the centerpiece of the campaign, Nike is also utilising the launch to present its latest line of football gear. The new federation kits feature Aero-FIT cooling technology, while the updated Mercurial, Phantom and Tiempo boots are engineered for enhanced speed, control and precision.

Nike is also reinforcing its commitment to grassroots development through its “Toma el Juego” programme, which has organised over 100 tournaments globally. The initiative is designed to build pathways from street football to the professional stage, with young talent Mateo appearing in the film as a symbol of the next generation.

Nike gears up for the global World Cup campaign

As part of the build-up to the 2026 World Cup, Nike will continue expanding the campaign through redesigned retail spaces and immersive fan experiences in major cities. Locations such as New York and Los Angeles will host exclusive football-themed environments. The World Cup is set to begin on June 11, with the opening Group A match between Mexico and South Africa taking place in Mexico City.