Nike unveils ‘Risk Everything’ World Cup marketing platform

Nike has begun its World Cup campaign in earnest with an advertisement starring brand ambassadors Wayne Rooney, Cristiano Ronaldo and Neymar and several content initiatives under the “Risk Everything” umbrella.

Reading on a mobile? Click here to watch the Nike ad. 

The Wieden+Kennedy created advertisement features each of the stars travelling to a game while commentary illustrating how much their respective country’s fans expect of them plays.

It concludes with the lines: “Pressures shapes legends. Risk Everything”.

A microsite encourages people to “show how they risk anything” by uploading videos of themselves or their teams. Users’ content will be used in a future ad.

Elsewhere, the sportswear brand is hosting small-sided tournaments worldwide in the build-up to the June tournament.

The site is also selling replica kits of the 10 World Cup teams it backs including the new England kits launched yesterday (31 March) as well as its football boots.

Nike is hoping the 2014 World Cup in Brazil will help it leapfrog rival and official tournament sponsor Adidas in the football category in 2014 after making gains in recent years.

Adidas is pinning its hopes on a World Cup driven sales boost in Europe after suffering a drop in sales in its latest quarter.  

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