Nike raises the stakes ahead of the 2026 World Cup Blending football, fashion and culture

Nike has unveiled its star-studded roster ahead of the 2026 World Cup, kicking off a summer packed with media activations for the brand. The lineup features today’s superstars such as Erling Haaland and Cristiano Ronaldo, alongside legendary figures like Didier Drogba and Zlatan Ibrahimović. Joining them are global sports icons including LeBron James and Serena Williams, entertainment personalities such as Kim Kardashian and Travis Scott, as well as leading names from the fashion world like Jacquemus.

The media campaign is accompanied by a series of evocative visuals in the form of signed Polaroids from every participant — a metaphor that materializes their commitment while creating a fully immersive experience. It represents a new vision of football, one in which fans and athletes take center stage. The goal is to shape the world of football in a way that allows supporters to become active protagonists, helping define and live an experience that blends culture, community, and innovation, participating directly rather than remaining mere spectators.

Nike had already made its mark on the 2026 World Cup in recent weeks by unveiling a revolutionary collection of goalkeeper jerseys, alongside new futuristic kits that national teams sponsored by the Swoosh — and beyond — will wear on the pitch. This latest teaser confirms that Nike has not simply “returned to action,” but has always remained at the forefront. The brand is now aiming to dominate the scene through a bold visual language built around cutting-edge boots, timeless campaigns, and a series of collaborations with the fashion world, as seen with Patta and Palace.