New Nike advert channels Cristiano Ronaldo in future where China dominates world football
As new Juventus signing Cristiano Ronaldo kicks off tour of China, ‘Dare To Become’ video imagines Chinese players stepping into his boots as world’s best
China will dominate the football world by 2033, according to a new Nike commercial created by Wieden + Kennedy Shanghai.
The firm has long been responsible for the sportswear manufacturer’s memorable campaigns including the iconic Brazil airport commercial released ahead of the 1998 World Cup in France.
The “Dare To Become” video was released Thursday, the same day that Cristiano Ronaldo kicked off his tour of the country, and it is the Portuguese star whose trademark free kick is copied to start off the video.
The player named Liu who takes the free-kick is also wearing the limited edition China-only boots that Ronaldo’s trip coincides with the launch of.
The 2,499 yuan (US$369) boots have already sold out on the Nike China online store.
Many of the footballers featured are youth players in the Nike League in Beijing, Shanghai and Guangzhou.
The agency explain the video as a “a future where the greatest football player, long after Cristiano Ronaldo retires, is now Chinese” on their YouTube channel.
“Manchester City fills their roster with Chinese players, and all of England cries after being drawn in a group with China.
“It is a fun and ambitious future, but one a younger generation of Chinese players believe in and are working to create.”
