Nike has launched a thrilling new Nike campaign in the heart of Seoul, blending sport, street culture, and creative storytelling into a bold visual experience. As part of the global Scary Good football campaign, a giant football installation appears to have landed on a BMW, rippling through the pavement and surrounding walls. This Nike installation is a dynamic celebration of the joy and passion behind the beautiful game — and an exciting preview of what’s to come.
Nike brand campaign celebrates street football and creative expression
Set in Seoul’s vibrant Seongsu district, the Nike brand campaign pays tribute to football’s street-level creativity and energy. It also marks the lead-up to the TOMA Street Football Tournament, taking place this August, and invites local communities to engage with the sport in a fresh and inspiring way.
The design of the installation recalls Nike’s legendary 2004 campaign in Bangkok, reimagined here for a new generation. With this immersive, high-impact display, Nike brings the spirit of play to the city streets — transforming everyday spaces into places of imagination and movement.
Nike installation introduces a new era of football storytelling
The Scary Good campaign goes far beyond a visual statement. At its core, it introduces a new vision for Nike Football — one that honors creativity, speed, and originality on the pitch. The campaign unfolds through a series of nine short films, blending cinematic flair with unique, high-energy storytelling.
With Scary Good, Nike once again redefines how football can be shared, celebrated, and seen. The campaign is not just about performance — it’s about style, imagination, and community. As the tournament season approaches, this Nike campaign sets the stage for a vibrant new chapter in global football culture.
Images courtesy of NIKE