A look back at Nike at it’s peak.
I’m still in dream mode after watching my childhood team lift the trophy. So, I thought it only right to share one of my favourite Nike ads. I often find I'm often the old bloke in the office reminiscing about past classic ads that no one has seen.
2002 was a time when Nike was gunning for adidas’ throne (post Beckhams Predator Precision launch). Football was a huge platform for them, with massive investments in players and teams, sponsoring Brazil, Portugal and the Netherlands.
This ad was Terry Gilliam classic (Monty Python and Fear and Loathing in Las Vegas etc). The 'Secret Tournament' brought his signature dystopian style to a dark, two-parter released just before the 2002 World Cup, teased with just a boot, a scorpion and an iconic silver tournament ball.
Featuring Nike’s dream team of global legends, a belter of a soundtrack by Elvis vs JXL, and Cantona lording it over the cage, swinging a cane and shouting: “Zat’s a goooal!”. This was Nike at its peak.
You can see the second part in the series 'The Rematch', 03:10 in.
As a fully integrated campaign, through their retail stores, I managed to get my hands on the original campaign CD with a full game and suite of campaign assets, which was created by the brilliant designer Robert Lindström Zetterberg. I just need to figure out how to get them off the CD!
With the return of long-form, deeper brand narratives (this ad was pre-Youtube 🤯) could we see Nike unlocking their locker of past dreams for similar director level campaigns, even a Secret Tournament sequel.
