Nike Football


Belief takes you further.



There is no grander stage than the World Cup. Childhood dreams, fierce competition, billions of viewers – all played out against a backdrop of rising pressure and hype, hope and hysteria. It’s little wonder it takes more than talent and teamwork to thrive and become a world champion – self-belief is of equal importance.

It’s this intangible quality that has always separated the merely good, from the great.


The Nike Football “Believe” campaign unearthed and celebrated the self-belief that lies within a handful of the world’s best players: Neymar Jr, Cristiano Ronaldo, Kylian Mbappé, Eden Hazard, Kevin De Bruyne and Harry Kane.

In-depth interviews with each player revealed deep and unique insights as the springboard for their individual story. These were brought to life via an array of film, animation and photography that played out on Instagram, across athlete and Nike channels – hours before each player took to the pitch across the month of the tournament.



The “Believe” campaign was designed to connect emotionally with the next generation of footballers across the globe, impressing on them that their hero’s games are based on more than physical and technical attributes – with the right drive, mindset and mental resilience, any challenge, obstacle or situation can be conquered.

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