Nike He wants to return fun to football and inspiration for sport fans and the athletes themselves, and intends to do so with the campaign “Scary Good.” The sports brand division seeks to start a new communication stage breaking with the usual codes to celebrate the unmistakable style of the most prominent players worldwide.
The campaign, designed by the agency Wieden+Kennedy Londonis raised as an invitation to the new generations to join the game and commune with the philosophy of competition and success of Nike Football. As the mark itself points out in a statement, “Scary Good” is aimed at fans and sports practitioners who not only want to win, but seek to cause nightmares to their rivals.
That is why the campaign relies on the codes of terror and suspense, with satire tones, to continue celebrating the best players, from the consecrated legends to young promises. “Scary Good” has a main piece that has the presence of Alexia Putellas, Kylian Mbappé, Erling Haaland, Cole Palmer, Salma Paralluelo and Vini Jr.among others.
“Scary Good” consists of eight advertising short films, Each of them dedicated to one of the great leading stars. Each of them expresses the Nike Football message in different styles and formats, from false television, to nightly psychic readings or animated cartoons for adults and Stop Motion. The different stories reflect both the new creative proposal of Nike Football, and the historical link of the brand with football and players.
The campaign has been released together with “Kyller Instinct”, a piece inspired by the horror genre that presents a traumatized goalkeeper and a hospital room full of defenses who have faced the French striker Kylian Mbappé. The spot not only celebrates the figure of the player, but its mentality of competition and overcoming, with which the brand is aligned.
“This campaign is a reminder that the game remains about joy and daring to be different“Mbappé said in the brand statement.”Nike’s creative work marked me deeply in my childhood, and now I’m glad to be part of that legacy.
Soon it will also premiere “Free Psychic Readings with Alexia” (free psychic readings with Alexia), starring Alexia Putellas as a seer with night -phone consultation. As Nike Football explains, in the Putellas piece he uses his glass ball and his ability to read the game and predict the fall of his rivals, always anticipating his movements in the field.
Several pieces of the campaign are starring players, in what the brand considers that it is a new sample of its continuous commitment to the visibility and performance of women athletes.
“I am proud to be part of a cast composed of the most disruptive attackers in the world, in a campaign that shows the influence that women have in global football”, Said Alexia Putellas in the Nike Football statement.
“Scary Good” is a declaration of intentions at the creative level by Nike Football for the future of his communication. This bet is made on the way to the celebration of the World Cup in Male in 2026 in Canada, Mexico and the United States. In this sense, the brand has advanced that it will carry out various activations to strengthen its commitment such as “La Casa del Soccer”, that is, the place where the best athletes, stories and products coexist.
