How Nike Built the Biggest World Cup Campaign Ever | The Debrief Podcast

The 2026 World Cup marked an unprecedented milestone for global football, expanding to 48 teams playing over 100 matches across the US, Canada and Mexico. In this special episode of The Debrief, Nike’s vice president of global brand management Helena Thornton joins BoF senior correspondent Sheena Butler-Young and sports and fashion correspondent Mike Sykes to discuss the strategy behind the brand's World Cup campaign, the expansive relationship between football, culture and commerce and what the tournament means at a pivotal moment for Nike. The episode examines how Nike approached the sport's biggest stage, from the creative thinking behind its 'Rip the Script' campaign — which brought together elite athletes, pop culture figures and cinematic storytelling — to the challenge of building campaigns that resonate in an increasingly fragmented media landscape. Thornton also reflects on how the World Cup fits into Nike's broader brand strategy as the company works to regain brand heat. Subscribe to BoF’s YouTube channel to never miss a video. CONNECT WITH THE BUSINESS OF FASHION: Web: https://www.businessoffashion.com Twitter: https://www.twitter.com/BoF Facebook: https://www.facebook.com/businessoffa... Instagram: https://www.instagram.com/BoF LinkedIn: https://www.linkedin.com/company/the-... Newsletter: https://www.businessoffashion.com/newsletters/ ABOUT THE BUSINESS OF FASHION: The Business of Fashion is a next-generation fashion media company conceived for today’s