Credit: Originally reported by afaqs!
As the FIFA Club World Cup kicks off across U.S. cities, Nike has released its boldest football campaign in years — Scary Good. Dripping in horror aesthetics and psychological satire, it’s a multi-film campaign that doubles down on drama, fear, and flair — the very elements that once made Nike the undisputed storytelling king of the football world.
The Plotline: Enter “Kyller Instinct”
Leading the pack is Kyller Instinct, a short film featuring a traumatised goalkeeper recovering in a hospital after facing Kylian Mbappé. It’s eerie, cinematic, and tongue-in-cheek — a psychological horror for defenders and a fever dream for fans. In this twisted football multiverse, Nike is positioning attackers like monsters, and defenders as their helpless victims.
The concept is creatively high-stakes and visually gripping — a sign that Nike wants to claw back its place at the top of football culture. With nine films in total, the campaign stars a frighteningly good lineup:
Kylian Mbappé, Ronaldinho Gaúcho, Erling Haaland, Sam Kerr, Vini Jr., Giulia Gwinn, Cole Palmer, Kerolin, Salma Paralluelo, and Alexia Putellas.
But can a cast of global superstars and clever horror stylisation revive Nike’s faltering sportswear business?
Nike’s Advertising Legacy: The Shadow of Its Own Greatness
For context, Nike’s football ad legacy is unmatched. From Brazil Airport (1998), to Write the Future (2010), to Winner Stays (2014), Nike didn’t just launch campaigns — it defined eras.
- Brazil Airport brought samba rhythm to sterile terminals, redefining national swagger.
- Write the Future delivered a philosophical butterfly-effect take on the thin margins of sporting immortality.
- Winner Stays democratised football dreams by turning street matches into galactic-level showdowns.
These weren’t ads. They were culture-defining moments.
But those glory days seem far removed from the financial realities today.
The Business Backdrop: Revenue Woes and Soul Searching
Nike’s latest financial results reflect turbulence:
- FY Revenue: $46.3B (▼10% YoY)
- Q4 Revenue: $11.1B (▼12%)
- Nike Direct Sales: ▼14%
In response, new CEO Elliott Hill admitted: “We lost our obsession with sport.” His answer: refocus the brand around performance, athlete-centric narratives, and reclaim Nike’s cultural edge.
Scary Good is the first test of this reset. And while it’s dripping with creative intent, it’s also a signal flare — a high-gloss reminder to fans and investors that Nike still wants to own football’s soul.
Why This Matters
Nike’s Scary Good is more than a marketing reset — it’s a signal of where sports storytelling is heading.
1. Cinematic Sport = Cultural Currency
In an era where attention spans are shrinking and entertainment expectations are rising, brands must blur the lines between sport, film, and fandom. Scary Good is a clear attempt to ride that wave.
2. Gen Z + Fear = Viral Gold
Horror tropes, TikTok-style pacing, dark humour — this campaign isn’t made for television; it’s engineered for maximum digital shareability.
3. Product ≠ Primary. IP = Everything.
Nike isn’t just selling boots here. It’s selling the fear of facing Mbappé. That’s IP. That’s brand universe. That’s future-facing marketing.
4. Football Content Needs Narrative Depth
In a world flooded with generic matchday clips, the brands that win will be those who elevate player personalities, invent new storylines, and create episodic sagas. Just like Netflix — only with cleats.
Final Whistle: Scary Good or Scarily Late?
Whether Scary Good becomes a viral hit or another echo of Nike’s past greatness, one thing is certain: the brand is no longer playing it safe.
And in today’s fragmented, attention-hacked sports landscape, playing safe is the scariest move of all.
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IMAGE: Nike
