Nike unveils horror-themed brand identity to reshape football’s future

Nike Football is taking aim at “boring football” with its latest global campaign, "SCARY GOOD", a surreal, horror-inspired creative push that champions goal-focused football and pays tribute to some of the world’s most electrifying strikers. 

The campaign goes beyond typical brand storytelling, positioning itself as a creative manifesto that celebrates fearless and instinctive attack-focused football. With a tone that blends satire and spine-tingling spectacle, "SCARY GOOD" revives the bold energy that has defined Nike’s football DNA, while inviting the next generation of players to rewrite the rules of the game.

At the heart of the campaign are nine short films that parody late-night television, ranging from psychic hotlines to animated throwbacks and bizarre infomercials. The launch montage, a 60-second brand anthem, previews the full line-up with quick cuts of trickery, flair and chaos on the pitch, a warning shot for what Nike says is a “reset” in how the game is played.

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The first full vignette, debuting on 1 July, features Spanish attacker Alexia Putellas as a crystal ball-gazing psychic who predicts the tactical downfall of her opponents with eerie precision.

Another short, "Kyller instinct", stars French forward Kylian Mbappé in a horror flick about a goalkeeper traumatised by his ruthless finishing.

Other athletes featured include Ronaldinho Gaúcho, Giulia Gwinn, Erling Haaland, Kerolin, Sam Kerr, Cole Palmer, Salma Paralluelo and Vini Jr, a roster Nike says reflects a new era of attacking icons and global fan appeal.

The campaign also reinforces Nike’s long-running commitment to elevating women’s football. Putellas, Paralluelo, Kerr, Kerolin and Gwinn feature prominently in storylines that blend humour, horror and high-impact play, a strategy that aligns with Nike’s broader push for representation and innovation in women’s sport.

"SCARY GOOD" coincides with the launch of the Phantom 6 football boot and "Toma El Juego" (take the game), Nike Football’s interactive event in Los Angeles designed to immerse fans in the culture of the sport ahead of a major tournament returning to North America.

Nike Football said it aims to serve and inspire the global football community with products and content that reflect the passion and expectations of modern players and fans and reclaim its status as “The home of football". 

“I am proud to stand side by side in a cast made up of the world’s most disruptive attackers in a campaign that shows the influence women have over global football,” said Putellas.

In tandem, Mbappé said, "This campaign is about reminding the world that the game is still about joy and daring to be different. I was deeply influenced by Nike’s creative work growing up, and now I am happy to become part of that legacy."

Nike is no stranger to bold creative. In February, its brand anthem "So win" made a high-profile return to the Super Bowl after 27 years. Created by Wieden+Kennedy Portland and directed by Kim Gehrig, the 60-second ad spotlighted the evolving role of women in sport, featuring athletes such as Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha'Carri Richardson, A'ja Wilson and Sophia Wilson. Narrated by Grammy-winner Doechii, the ad tackled themes of perseverance and defiance in the face of entrenched barriers.

Other brands have also placed football front and centre in recent campaigns. adidas recently pitted football icon Lionel Messi and American quarterback Patrick Mahomes against each other in a treadmill face-off for its "You got this" global platform, a campaign that champions peer-driven motivation and levelling up through competition.

In May, Pepsi marked its 50-year football legacy with "Refresh the game", a global campaign blending nostalgic reboots with a modern twist. The 60-second film reimagines iconic Pepsi football ads with stars such as Pelé, David Beckham and Ronaldinho, alongside women’s football powerhouses Putellas, Lauren James, Caroline Graham Hansen, Farah Jefry and Leah Williamson.

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