How Nike Built the Biggest World Cup Campaign Ever

The 2026 World Cup marked an unprecedented milestone for global football, expanding to 48 teams playing over 100 matches across the US, Canada and Mexico. In this special episode of The Debrief, Nike’s vice president of global brand management Helena Thornton joins BoFsenior correspondent Sheena Butler-Young and sports and fashion correspondent Mike Syke to discuss the strategy behind the brand's World Cup campaign, the expansive relationship between football, culture and commerce and what the tournament means at a pivotal moment for Nike. The episode examines how Nike approached the sport's biggest stage, from the creative thinking behind its 'R...