By walking on social networks, and if you are enthusiasts of football equipment like us, you must have come across one of the recent videos of Nike Staging Kylian Mbappé or Erling Haaland. Videos very different from what players usually do alongside Nike, but in fact in the new American equipment supplier campaign.
When Nike's “Football Shield” logo returns
With ” Scary Good“, Nike Football is relaunching a strong storytelling through a campaign that summons the codes of American horror and TV. An assumed way of replacing instinct and creativity at the center of the game. A way also to speak out on football after years to give way to other actors that are Adidas and Puma.
Moreover, upstream of the launch of the new brand campaign, Nike had presented its emblematic “football shield” logo before. Established in 1999, when Nike sought to penetrate the football market in Europe and South America, this identity in the form of a club coat of arms allowed it to differentiate its football speaking from other sports. Widely used until 2010, especially during the advent of the Total 90 range, this logo then disappeared in favor of the traditional swoosh. By putting him forward, Nike seems to admit his return to the game.
Offensive faces staged as threats
Around its central figures that are Kylian Mbappé, Erling Haaland, Alexia Putellas, Ronaldinho, Erling Haaland, Vini Jr., Giulia Gwinn, Kerolin, Sam Kerr, Cole Palmer et Salma ParallueloNike is not only trying to promote products. With this series of nine short films, the ambition is wider: it is a question of celebrating the offensive profiles. Designed as a Creative Manifesto, the campaign is based on an aesthetic inspired by genre cinema to question the standardization of modern football.
The system is based on an exclusively offensive cast. Kylian Mbappé is staged in a short film inspired by horror films (“Kyller Instinct”), where he embodies a threat to defenders. For her part, Alexia Putellas plays a clairvoyant in “Free Psychic Readings”, a film halfway between the parody of Hotline and the tactical allegory.
Beyond the images, “Scary Good” is part of a wider plan. It accompanies the launch of the new Phantom 6, a shoe thought for creative profiles and which will finally allow the Phantom range to come and compete with Mercurial, which ultra-dominates Nike's visibility in football. In addition, these activations are a strategic continuity, initiated by projects such as Cryoshot sneakers or the return of total 90 crampons in recent weeks. So many elements that testify to a supported return from Nike to the football field.
