You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Nike's 'Write the Future' Is Rewriting the Past Brand Aims to Tap Into Digital Culture With World Cup Spot -- But Does It Work? By Ana Andjelic, Published on May 28, 2010 9 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.