Nike Did That! With Kim K, LISA, Ronaldo & More - You Need To See These World Cup Polaroids

Nike has officially kicked off its marketing rollout for the 2026 FIFA World Cup — and honestly, this might be one of the brand’s most ambitious culture-first campaigns ever.

Nike introduced a massive roster of global athletes, musicians, designers, and celebrities leading its summer World Cup storytelling initiative under the tagline:

“Time to go off script.”

But this isn’t just another glossy football commercial.

Nike's latest World Cup campaign is a cultural rollout.

Instead of one blockbuster commercial, the brand is launching a 12-week content campaign built around social media, fashion, music, and sport. It begins with a series of nostalgic Polaroid-style portraits featuring global stars including Cristiano Ronaldo, LISA, Kim Kardashian, LeBron James, and rising Brazilian talent Estêvão.

The 42-Person Cast Is Wild

Nike’s talent roster mixes football royalty with global entertainment powerhouses in a way that feels intentionally built for internet culture.

The campaign’s first Polaroid drop includes:

• Cristiano Ronaldo

• Kylian Mbappé

• Erling Haaland

• Neymar Jr.

• Vinícius Jr.

• Ronaldinho

• Wayne Rooney

• LeBron James

• Serena Williams

• Travis Scott

• LISA

• Young Miko

• Central Cee

• Simon Porte Jacquemus

• Kim Kardashian

• Estêvão

…and dozens more.

The overall strategy feels less like traditional sports marketing and more like a cross-platform entertainment rollout.

Cristiano Ronaldo Still Feels Like The Center Of Football Culture

Ronaldo brings football legacy to the campaign, connecting Nike's next generation of storytelling with one of the sport's greatest icons. His nostalgic Polaroid serves as the bridge between football's past and future.

LISA Brings Global Pop Power Into Nike’s Football Universe

BLACKPINK's LISA expands the campaign beyond football fans, bringing K-pop influence, fashion credibility, and massive Gen Z appeal. Her inclusion reflects Nike's belief that the World Cup will live as much on social media as it will on the pitch.

Kim Kardashian’s “SCCR-MOM” Moment Is Cool

Kim Kardashian's playful "SCCR-MOM" license plate isn't just a joke—it's a smart way to connect football with mainstream American audiences ahead of the 2026 FIFA World Cup.

Why LeBron James Makes Perfect Sense Here

LeBron reinforces Nike's "sport as culture" philosophy. His appearance broadens the campaign beyond football, bringing together multiple sports audiences under one cultural umbrella.

Nike’s “Off Script” Era Marks A Major Strategy Shift

This campaign also reflects a larger internal shift happening at Nike under CEO Elliott Hill’s “Sport Offense” framework.

Rather than treating football as a 90-minute match experience, Nike is positioning the sport as:

• Fashion

• Music

• Internet culture

• Streetwear

• Community identity

• Social storytelling

And instead of a one-week campaign spike, the company is stretching engagement across 12 weeks leading through the tournament itself.

That means:

• Constant creator drops

• Viral moments

• Fashion collaborations

• Product launches

• Community activations

• Music integrations

• Social-first storytelling

Estêvão Might Be Nike’s Most Important Long-Term Bet

Among the superstar names, Brazilian teenager Estêvão represents Nike's future. Featuring him alongside global icons helps build recognition before he becomes football's next breakout star.

What’s Coming Next?

The campaign reflects CEO Elliott Hill's vision of football as more than a game. Over the next 12 weeks, Nike is expected to roll out collaborations with NOCTA, Palace, Slawn, and Jacquemus, alongside new products, creator partnerships, and community activations.

Final Take

Nike isn't just promoting the World Cup—it's building a football culture ecosystem. By bringing together athletes, musicians, designers, and creators, the brand is creating a campaign built for social feeds as much as stadiums.

The Polaroids are only the beginning. One thing is very obvious though:

Nike isn’t marketing football anymore. They’re marketing football culture.

At this point, it feels like they’re building a football multiverse.