Nike and Adidas are duelling to ‘own’ soccer (Adidas is an official World Cup sponsor, not that it bothers Nike) and now Nike is taking us to the 2033 draw for the 2034 World Cup with China as the team to beat, to the distress of the English. Presumably Nike is betting on the World Cup being held there.
Starts with Cristiano Ronaldo, currently touring China with new club Juventus, lining to one of his trademark free kicks but then cuts to Chinese soccer in its various predicted manifestations. From Wieden+Kennedy Shanghai.
Who’s to say they aren’t right?
A lively effort from W+K Shanghai which can clearly expect a leg up as Nike pours money into what will be the world’s biggest market.
MAA creative scale: 8.