Nike Football is unleashing a bold new brand identity with Scary Good, a global creative platform celebrating the brilliance of attacking football and the fearless, creative style of play loved by athletes and fans alike.
Far from just another campaign, Scary Good is a manifesto — a declaration that football should thrill, entertain, and intimidate opponents. The brand’s mission is to “break boring football,” channeling the instinctive and inventive mindset of the world’s greatest attackers to inspire the next generation.
This new era is launching with nine short films that blend horror, satire, and the quirky charm of late-night television. The 60-second brand anthem, created by Wieden+Kennedy, London, teases what’s ahead, with spine-chilling flicks, offbeat infomercials, psychic readings, and animated nostalgia.
The films feature an all-star cast: legends like Ronaldinho Gaúcho, global icons such as Kylian Mbappé and Alexia Putellas, and rising stars including Salma Paralluelo, Giulia Gwinn, Cole Palmer, and Kerolin. Watch below:
The first vignette, Free Psychic Readings with Alexia, debuts July 1, starring two-time Ballon d’Or winner Putellas as a late-night hotline psychic who uses her “game-reading” ability to predict her callers’ downfall on the pitch. “I am proud to stand side by side in a cast made up of the world’s most disruptive attackers,” says Putellas.
Also premiering is Kyller Instinct, a short horror film about a traumatized goalkeeper and a hospital ward full of defenders still haunted by facing Mbappé. Mbappé adds, “This campaign is about reminding the world that the game is still about joy and daring to be different.”
Scary Good also underscores Nike’s commitment to elevating women’s football through both performance innovation and storytelling. Tied to the launch of the Phantom 6 boot and Toma El Juego in Los Angeles, the campaign builds toward the sport’s biggest tournament returning to North America — cementing Nike’s place as The Home of Football.
BRAND: NIKE
- Business Affairs Manager: Maddy Bishop
- Team: Sabrina Hunt
- Producer: Nick Roldan
- Executive Producer: Amy Berriochoa
- Operations Director: Miko Cowan
- Creative Director: Ben Mclaughlin
AGENCY: Wieden+Kennedy London
- Business Affairs Manager: Alex Coomer
- Business Affairs Director: Helena Tomas
- President: Ryan Fisher
- Account Manager: Conny Yan
- Account Director: Olli Rosicourt
- Group Account Director: Alice Shaw
- Chief Strategy Officer: Dan Hill
- Strategist: Hannah Vatandoust
- Head of Communications: Anjali Patel
- Strategy Director: Sidney Henne
- Strategy Director: Huw Devine
- Team: Jake Buckley
- Editor: Sof Vujanic
- Producer: Jade Lamb
- Artworker: Sophia Anastasiou
- Studio Director: David Brodie
- Motion Designer: Jon Harris
- Designer: Harry Wakefield
- Designer: Jon Barnett
- Designer: Ben Arfur
PRODUCTION COMPANY: Prodco
- Choreographer: Marie Gabrielle Rottie
- Choreographer: Holly Blake
- 1st AD: Tirso Diaz-Jares
- 1st AD: Rob Blishen
- 1st AD: Lucas Cuevas
- 1st AD: James Sharpe
- 1st AD: Hayley Williams
- 1st AD: Ed Bellamy
- 1st AD: Clara Paris
- Hair and Makeup: Sarah Wright
- Hair and Makeup: Sara Herraiz
- Hair and Makeup: Pati Abril
- Hair and Makeup: Melanie Lenihan
- Hair and Makeup: Manel Rosa
- Hair and Makeup: Lou McCann
- Hair and Makeup: Eva Quilez
- Hair and Makeup: Bianca Scott
- Hair and Makeup: Bev Pond-Jones
- Hair and Makeup: Aaliyah Oke
- Costume Designer: Spencer Horne
PRODUCTION COMPANY: Sports On Screen
- Project Manager: Joaquin Medinilla
- Project Manager: Olivia Ansah
- Project Manager: Seth Dakin
- Choreographer: Amanuel Kahsai
- Choreographer: Seth Dakin
- Choreographer: Elizabeta Ejupi
- Choreographer: Zak Ansah
- Choreographer: Bohdan Pylypchuk
- Choreographer: Andy Ansah
PRODUCTION COMPANY: Hen House London
- Retouching: Laura Cammarata – Tst Retouching
- Digital Imaging Technician: James Rawlings
- 1st AD: Jack Lindengray
- Executive Producer: Joanna Smirnova
- Photographer: Petros
PRODUCTION COMPANY: Panic
- 2D Animation: Vladimirs Karsecjans
- Cleanup Artist: Maria Litwinowicz
- Cleanup Artist: Xenia Galchin
- Illustration: Edgars Lielzeltins
- Illustration: Mariona Pujol
- Illustration: Paula Huerta
- Illustration: Vladimirs Karsecjans
- Character Design: Paula Huerta
- Character Design: Vladimirs Karsecjans
- Character Design: Virginie Kypriotis
- Storyboard Artist: Arturs Bunts
- Animation: Francois Schonken
- Animation: Gints Gutmanis
- Executive Producer: Laura Zavodska
- Head of Production: Elina Alaine
- Business Director: Lou Bones
- Art Director: Vladimirs Karsecjans
- Art Director: Peteris Noviks
- Art Director: Gints Gutmanis
- Creative Director: Gints Gutmanis
PRODUCTION SERVICE: Blur
PRODUCTION SERVICE: LS Productions
POST/ VFX : Trim Editing
- Producer: Tatyana Alexandra
- Producer: Noreen Khan
- Edit Assistant: Joey Henshaw
- Editor: Tom Lindsay
- Editor: Thomas Grove Carter
- Editor: James Forbes-Robertston
- Editor: Joseph Taylor
POST/ VFX — Cabin
- Producer: Clelland Allen
- Editor: Craig Griffiths
- Editor: Lainy Black
POST / VFX — The Quarry
- Producer: Dilia Knobel
- Producer: Tor Adams
- Editor: Scot Crane
- Editor: Ben Campbell
POST/VFX: BaconX
- Colorist: Hannibal Lang
- Colrist: Sam Gilling
- Concept Artist: Ditte Marie Ludvigsen
- Concept Artist: Teo Cardel
- Shoot Supervisor: Mikkel Hansen
- Shoot Supervisor: Jonas Drehn
- Head of Production: Rikke Gjerlov Hansen
- Executive Producer: Lars Wagner
- Executive Producer: Lorene Lescanne
- Coordinator: Charly K Martensson
- VFX Producer: Crystal Campbell
- Conform: Søren Gorm Knudsen
- Compositing: Robert Rankin
- Compositing: Dan Dirckinck
- Compositing: Linnea Petersson
- Compositing: Anselm Leir
- Compositing: Lonni Wong
- Compositing: Mikkel Hansen
- Compositing: Oliver Buus
- Compositing: Thomas Banner
Post Production / VFX — StudioP
POST / VFX — Time Based Arts
- Colorist: Daniela Rotaru
- Colorist: Simone Grattarola
- Colorist: Ruth Wardell
- Color Producer: Thea Dagnaud
- Color Producer: Dan Kreeger
- Shoot Supervisor: Pete Smith
- Shoot Supervisor: Ingo Putze
- Shoot Supervisor: Jon Park
- VFX Producer: Chris Aliano
- VFX Producer: Lily Barron
- VFX Producer: Alessandro Tessa
- VFX Producer: Matt Squires
- VFX Producer: Tom Johnson
- Designer: Jess Gorick
- Designer: Stephen Ross
- Designer: Tom Robinson
- 3D Artist: Teodora Retegan
- 3D Artist: Kristoffer Andersson
- 3D Artist: Ian Baird
- 3D Artist: Federico Vanono
POST/ VFX — Daydreamer
- Executive Producer: Chris Allen
- VFX Producer: Katie Gillard
- Motion Designer: Dave Haupt
- 3D Artist: Matt Fuller
- 3D Artist: Emre Sumer
- 3D Artist: Alex Morote
- 2D Artist: Pete Rypstra
- 2D Artist: Becky Clay
- 2D Artist: Jake Day
- 2D Artist: Yanru Yin
- 2D Artist: Emre Samioglu
- 2D Artist: Polly Gwinnett
- Executive Creative Director: Tom Clapp
- Executive Creative Director: Matt Fuller
POST / VFX: QLBeans
POST/ VFX : VFXPick
MUSIC/SOUND: Wieden+Kennedy Music
- Music Supervisor: Jake Buckley
MUSIC/SOUND: Half Sour
- Music Supervisor: Jon Rust
MUSIC/SOUND: The Harbor Picture Company (UK)
- Executive Producer: Savannah King
- Sound Mix: George Castle
- Sound Mix: James Benn
- Sound Designer: Mark Hills
- Sound Designer: Gregory Caron
- Sound Designer: Thomas Houthave
- Sound Designer: James Benn
- Sound Designer: George Castle
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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