By Danny Parisi • June 17, 2026 •
This story was first published by Digiday sibling Glossy.
The World Cup is officially underway, and it’s a big one for the sportswear giant Nike.
Under the leadership of new CEO Elliott Hill, Nike has been enacting a new strategy called the “Sport Offense” that sees the brand putting sports, teamwear and sports merchandise back in the spotlight. With soccer being the biggest sport in the world, and this year’s World Cup held partially in Nike’s home country of the U.S., Nike is going all out. Its plans include new products, in the form of collaborations with big names like Jacquemus, and a flashy marketing campaign featuring dozens of soccer legends like Zlatan Ibrahimovic and Ronaldinho, alongside celebrities like Travis Scott, Channing Tatum, Jason Sudeikis and LeBron James.
At a recent Nike event, Glossy spoke with Nike’s global vp of football (soccer), Camilo Andrade, about the unique opportunity this year’s tournament provides and his philosophy on how Nike is approaching the moment.
