“Write the Future”: 2010 FIFA World Cup Fever!

NikeIf you have it, you’re probably drenched in sweat nervously anticipating the kick-off to the 2010 FIFA World Cup

which takes place tomorrow! Your jersey is on stand-by, your grill (or coffee depending on what corner of the world you’re in) is ready to fire up and you’ve got the gang gathered up. Surely you’re no short on enthusiasm and excitement, but just in case, athletic sports brand Nike has added to the fever by launching a football campaign called “Write the Future”. Starring some of the world’s best players, including Cristiano Ronaldo, Didier Drogba and Wayne Rooney, the ads show some of the most important moments in a game and the effect that a soccer match has on the team, the fans, the country and the world.   

 “This epic campaign,” states Davide Grasso, NIKE, Vice President of Global Football Marketing “really captures the scale, emotion and impact that one single moment in a football game can have on a player, fan or nation.” Directed by renowned Hollywood director and producer Alejandro G. Iñarritu (21 Grams, Babel), the story starts when the viewer is drawn into the heat of battle as a ball drops from the air into the path of Didier Drogba. Drogba passes through  defenders and chips the goalkeeper – fans go wild. But they are curtailed at the last second as Canavarro makes a stunning overhead goal line clearance. This game changing moment propels the Italian captain to pop culture icon landing him numerous television appearances and a song dedicated to that game changing moment.  This possibility, being not a far stretch from reality.


French midfielder Franck Ribery, Wayne Rooney and Cristiano Ronaldo are also shown experiencing the outcome of their field choices.  As best described by Cristiano Ronaldo himself, “Write the Future” demonstrates how every touch you have in a game has the ability to change the entire course of not just those 90 minutes, but of the entire tournament or season as well. “One touch of the ball can be an opportunity to leave your mark on the game and write your own future or,” he states “a moment missed that creates a legacy for your opponent with their fans.”


According to Nike, some of the world’s best players, including Cristiano Ronaldo, Wayne Rooney, Franck Ribery, Andres Iniesta,  Cesc Fabregas, Theo Walcott,  Patrice Evra,  Gerard Pique, Ronaldinho, Landon Donovan, Tim Howard and Thiago Silva are also featured in the global campaign. Special guest cameos are made by tennis legend Roger Federer, basketball superstar Kobe Bryant and, get this, Homer Simpson gets his seconds as well.

Hike up your World Cup fever and check out the teaser for “Write the Future” here!


Here’s to the last team standing!







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