Nike Football SCARY GOOD campaign celebrates a bold, creative era of attacking football with fearless athletes and horror-inspired storytelling.
A New Era of Football Creativity
Nike Football is introducing a new identity with the launch of SCARY GOOD. This bold campaign embodies the fearless and attacking style of play that fans and athletes desire. It goes beyond mere marketing; SCARY GOOD acts as a creative manifesto. Its goal is to initiate a complete cultural reset. By doing so, it aims to eliminate dull football and restore joy and instinctive flair to the pitch.
The campaign honors the brilliance of attacking football through a cinematic experience of nine short films, blending horror tropes, satire, and surreal humor with real football artistry. Nike isn’t just selling cleats — it’s reviving the spirit of the game.
Fearless Expression on and off the Pitch
At its heart, SCARY GOOD is about celebrating football’s most dominant attackers — from iconic legends to today’s rising stars. The cast features global names like Ronaldinho Gaúcho, Kylian Mbappé, Alexia Putellas, Erling Haaland, Vini Jr., and more.
Each film serves as a unique tribute to late-night horror and satire. It pushes creative boundaries and reflects the wild imagination that characterized Nike Football’s golden age in the early 2000s. The storytelling is both eerie and clever. It captures the unpredictability of the game, which can be terrifying for defenders. At the same time, it is delightful for fans. Overall, these films beautifully blend creativity with the excitement of football.
The campaign launched with a high-energy 60-second brand anthem, followed by Free Psychic Readings with Alexia, where Putellas plays a mystical late-night hotline psychic. Using a crystal ball, she hilariously predicts her rivals’ failures — a metaphor for her unmatched on-pitch vision.
Also released is Kyller Instinct, starring Mbappé as the striker haunting every goalkeeper’s nightmares. “This campaign is about reminding the world that the game is still about joy and daring to be different,” says Mbappé.
Power Moves with Purpose
SCARY GOOD isn’t just about spectacle — it’s backed by Nike’s performance innovation and commitment to inclusion. The campaign places women athletes front and center, underscoring Nike’s continued investment in the women’s game.
“I am proud to stand side by side in a cast made up of the world’s most disruptive attackers,” says Putellas. “This campaign shows the influence women have over global football.”
Nike is also fueling this creative wave with new gear. The launch of the Phantom 6 boots and the Toma El Juego event in Los Angeles highlight the brand’s strategy: bold design, elite insight, and fearless energy.
Looking Forward: Nike Football’s SCARY GOOD Impact
With the world’s biggest tournament set to return to North America, Nike’s SCARY GOOD campaign reaffirms its stance as The Home of Football. It’s where stories, products, and players collide in ways that inspire, entertain, and challenge the game’s status quo.
SCARY GOOD isn’t just a campaign — it’s an invitation. For every athlete and fan who loves the beautiful game and dares to play it differently.
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