Nike Kicks Off Unofficial World Cup Work With Glazer-Directed Spot

Jonathan Glazer directs this new spot from Nike Football out of Wieden + Kennedy Portland, which focuses on the pressure faced by star players in the run-up to a big match. It's clearly a preamble to the FIFA World Cup, although Nike, as a non-sponsor, naturally doesn't mention the tournament by name. (In 2010, Nike's Write The Future spot, which similarly hinted at the World Cup without mentioning it, won the Cannes Film Grand Prix). The spots rachets up the tension, as Wayne Rooney, Cristiano Ronaldo and Neymar are shown preparing for a showdown to the background of a rhythmic clock-like beat and sports commentators speculating about their performances. It touts the new tag "Risk Everything" and directs viewers to a dedicated site, Nike.com/riskeverything, where Nike instructs, "Don't just watch them, join them." The site asks visitors to submit their own content about how they, too, #riskeverything and also encourages them to join Nike-sponsored local "ultimate" football tournaments in big cities around the world, including Rio De Janeiro, Los Angeles, New York, Madrid, Berlin, Sydney, Tokyo, Beijing and many more.

Nike Kicks Off Unofficial World Cup Work With Glazer-Directed Spot

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