Nike has officially unveiled its latest World Cup campaign, and instead of relying on one traditional commercial, the company is creating a huge global rollout designed to dominate football culture throughout the summer.
Ahead of the 2026 FIFA World Cup, Nike Football launched its new “12 Weeks of Football” campaign, a long-running project that combines football, fashion, music, street culture and social media storytelling. The campaign marks a major shift in how Nike approaches football marketing, moving away from one blockbuster ad and replacing it with constant content drops, celebrity appearances and fashion collaborations.
The campaign began with the release of a large collection of signed Polaroid-style photos featuring some of the biggest names in sports and entertainment. The raw and casual presentation was intentionally different from Nike’s usual polished commercials, giving the campaign a more internet-driven and community-focused feel.
The star-studded lineup includes football icons like Cristiano Ronaldo, Kylian Mbappé, Erling Haaland and Ronaldinho. They appear alongside major celebrities such as Travis Scott, LISA, Kim Kardashian, LeBron James, Serena Williams, Central Cee and Young Miko.
Nike’s goal is to position football as more than just a sport by connecting it with entertainment, fashion and everyday culture. The company wants the World Cup buildup to feel like a global lifestyle event that stretches far beyond the stadium.
One of the biggest talking points from the campaign is the number of teased fashion collaborations tied to national football teams. Fans quickly noticed designer Simon Porte Jacquemus wearing a custom France football jersey in his Polaroid image, confirming a special collaboration between Jacquemus and the French national team.
Nike is also preparing several other major country-inspired collections. These include Palace Skateboards partnering with England, NOCTA collaborating with Canada, Patta working with the Netherlands and G-Dragon teaming up with South Korea. Each collection is expected to mix football jerseys with luxury fashion and streetwear aesthetics.
The campaign is also heavily focused on younger football fans and grassroots communities. Nike plans to highlight local football culture through its NIKE TOMA platform, which supports youth-led street football events and showcases creative football communities from different cities around the world.
Instead of releasing everything at once, Nike plans to roll out new content weekly across social media. Fans can expect special-edition jerseys, retro-inspired boots and sneakers, celebrity appearances, behind-the-scenes videos and football-inspired fashion drops throughout the 12-week campaign.
By combining athletes, musicians, fashion designers and internet personalities into one massive project, Nike is trying to make the 2026 World Cup feel like the center of global culture before the tournament even begins.
