Brands Briefing: Nike looks to build a football universe ahead of the World Cup

As part of its larger “Sport Offense,” Nike is creating what it calls “a universe of football” in the lead-up to the FIFA World Cup, its attempt to grow its global market share within soccer.

The strategy is multi-faceted, Nike executives told members of the media at a press preview earlier in June. For one, there’s the product angle, including new federation kits, new soccer cleats and a new sportswear collection. In stores, Nike is making soccer-themed window displays and refreshing the look of some 5,000 retail locations. On the field, the brand is organizing community-led soccer tournaments through a program called “Toma el Juego.” And on screens, Nike is showing the world its love of the game through a six-minute feature film called “Rip the Script.”

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