Nike enlists Wayne Rooney for social media boot reveal

Nike has kicked off a social media push to mark the launch of its Hypervenom football boot as it looks to generate more buzz than rivals Adidas and Puma ahead of this summer’s Confederations Cup in Brazil.

Brazilian footballer Neymar is fronting the activty for Nike’s new HyperVenom boot.

The new boots will be revealed on Facebook and Twitter today (28 May) by brand ambassadors including Manchester United’s Wayne Rooney and Borussia Dortmund’s Robert Lewandowski. The players have been sent boxes of the boots, which are timed to open today.

It will be the first time fans have had a chance to officially view the footwear since Nike started began running teasers on Facebook, Twitter and YouTube earlier this month. Follow-up activity will show the boots being used by the players.

Brazilian international and recently unveiled Barcelona signing Neymar is fronting the push, which positions the boots as “A New Breed of Attack”. The footballer has appeared in a YouTube video of him receiving the timed package (see below) and has also been tweeting about the range with the #Hypervenom hashtag.

Some adverts also feature the following statement: “The game has changed, Defenders are faster and stronger than ever before. It takes more than just speed and technique to dominate. You need to be deceptive. You need to be unpredictable. Because they can’t stop what they don’t know is coming.”

The boots are likely to be worn by some of Nike’s more high-profile stars at next month’s Confederations Cup. It is understood a launch event will be held in Sao Paolo ahead of the tournament with Nike aiming to reaffirm its ties to Brazilian football ahead of next year’s World Cup. The sportswear brand is looking to steal a march on Adidas and Puma who have yet to start to heavily promoting their latest boots.

Adidas is looking to counter Nike’s efforts with a multichannel push for its new Nitrocharge boot. The sports brand is rolling out an advertising campaign, created in partnership with We Are Social, Hill and Knowlton Strategies and Fitch, focusing on the type of player it describes as “The Engine”. It says the player type’s “relentless energy” reflects the technology behind the boot.

The boot is being promoted by players including Bayern Munich’s Javi Martinez and Borussia Dortmund’s Sven Bender alongside Daniele De Rossi (A.S. Roma), Dani Alves (Barcelona) & Ezequiel Lavezzi (Paris Saint Germain) through TV, Facebook, in-store and PR activity.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here