Nike Football launches the "Write The Future" campaign prior to next month's World Cup.

Nike Football‘s Write The Future campaign helps build even more furvor and anticipation for next month’s World Cup. Directed by Alejandro González Iñárritu, director of Babel, Amores Perros and 21 Grams, the three-minute spot follows several of the most celebrated football players, including Portugal’s Cristiano Ronaldo and England’s Andy Rooney through the “what if” scenarios playing across their minds during some key moments in the game.

Though clearly aimed at associating Nike with one of the fastest growing sports – one with which the American brand has not been as aligned with in the past as European brands like Puma and Adidas – the spot is pretty effective at capturing the high emotional stakes that football bears for its fans; particularly during international competitions, and mostly during the World Cup.

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