Nike’s “Scary Good” Campaign Signals Return to Athlete-Focused Storytelling
Nike is launching a new advertising campaign centered around the idea of intimidating athletic prowess, as the brand refocuses its marketing strategy on performance wear and athlete narratives. The “Scary Good” campaign, debuting July 1, features a roster of elite soccer players and utilizes horror and suspenseful tropes to highlight their skill and dominance on the field.
A Shift in Strategy
The campaign arrives shortly after Nike CEO Elliott Hill announced a shift away from lifestyle marketing following a quarter of disappointing financial results. According to a company release, the new strategy, dubbed “Sport Offense,” will prioritize key sports like running and basketball, emphasizing brand storytelling and marketing efforts. This approach will be implemented alongside “Win Action,” a turnaround strategy Hill initiated upon his return to the company in October 2024.
“We will differentiate each brand (Nike, jordan Brand, and Converse) by sport, which we believe will create sharper distinction and dimension,” Hill stated last week. “when we focus on sport, we win.”
“Scary Good” – A Campaign Built on Intimidation
Created by agency Wieden+Kennedy London, “Scary Good” comprises nine advertisements, including a 60-second montage. The ads playfully spoof genres like horror movies, infomercials, psychic readings, and adult cartoons to convey the fear these athletes inspire in their opponents. A chilling voiceover concludes the campaign with the tagline: “Don’t just beat them. Give them nightmares.”
The first installments, launching tomorrow, include “Free psychic Readings With Alexia,” starring spanish attacker Alexia Putellas, and “Kyller Instinct,” a short horror film centered around French attacker Kylian Mbappé. Mbappé himself explained that “This campaign is about reminding the world that the game is still about joy and daring to be different.”
Star Power on Display
Beyond Putellas and Mbappé, the “scary Good” campaign will feature a star-studded lineup of athletes, including Ronaldinho Gaúcho, Giulia Gwinn, erling Haaland, Kerolin, Sam Kerr, Cole Palmer, Salma Paralluelo, and Vini Jr.
Nike has already begun demonstrating its renewed commitment to athlete-centric marketing. Earlier this year, the company released a campaign and signature shoe for basketball star A’ja Wilson, which reportedly sold out in just three minutes. In Febuary, Nike returned to the Super Bowl advertising stage after a 27-year absence with “So Win,” a commercial that celebrated women athletes.
This strategic pivot signals a clear message: Nike intends to reclaim its position as a leader in sports marketing by focusing on the athletes who define the games.
