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.”
Nike is debuting these initiatives ahead of the World Cup, which kicks off on June 11 and ends on July 19. The games will be the largest World Cup yet, with three host countries, 16 host cities and 104 matches. This year also marks the first time the World Cup returns to the U.S. since 1994. It’s a major moment for the country, but also a growth opportunity for U.S.-based sports brands like Nike, as soccer is quickly rising to become the country’s third- or fourth-most popular sport, by various estimates. Nike’s decision to use “football” in many of its marketing efforts, instead of the American term “soccer,” is also indicative of a more global approach to building its market share in the sport.
