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Nike x FFF Kit Launch
Nike drops the new France jersey for World Cup 26, unveiled through the high-stakes lens of a blockbuster heist.
Challenge
In a football culture stuck in predictable codes, Nike set out to reignite French flair, instinctive, creative, unapologetically attacking.
The challenge: break through the noise of simultaneous kit drops from other countries and make the French Football Federation jersey impossible to ignore. Nike clients had high expectations: looking to create a culture-first launch blending hero content with an experiential stunt, designed to captivate a new generation and drive real commercial impact.
Insight + Strategy
The strategy: tap into the iconic codes of heist cinema. Reclaim the “braquage” narrative and flip it into something bold, modern, and subversive, a fresh take designed to captivate and connect with today’s audience.
Solution
The solution unfolded in two chapters. A two-part heist-inspired launch for the new France national team kits, blending cinematic tension with immersive storytelling.
Chapter One: It opened with a high-impact film narrated by Kylian Mbappé, featuring Désiré Doué as an elegant special agent in a sleek, high-stakes operation set in a stylised Parisian universe.
Chapter Two: The story then extends into a secret immersive experience at Place Vendôme, where fans step into a live mission: cracking codes, uncovering artefacts, and progressing through an action-movie inspired narrative. The journey culminates in a final vault reveal of the new Nike France kit — turning product launch into a cinematic, immersive heist.
13 million
views and a very strong engagement rate on social media.