Nike celebrated the launch of the new England shirt in spectacular style by showing what two of England’s star players are really made of, revealing the individual daring attributes and fearless mentality that makes up each of their games.
A huge street art installation has appeared on London’s Southbank, and features murals of Arsenal star Jack Wilshere and Manchester United forward Wayne Rooney proudly wearing the new England shirt. Viewed from one angle, the players can be seen wearing the new England home and away shirts. But viewed from another, passers-by are served up a dramatic representation of the risk-taking game that lives inside of them. The game that we see them deliver every week for their clubs, in the toughest league in the world.
Rooney is depicted as England’s heartbeat and Talisman. When he trusts his instincts and attempts the unthinkable, he is unstoppable. Jack Wilshere is famed for his creative, pinball passing game, always daring to play the final killer ball. Each player’s unique, daring style of play is brought to life using striking visual metaphors and bold illustration.
This is just the start of a campaign celebrating the risk that is in the England players’ DNA. Over the coming weeks, Nike’s goal is to inspire the players to unleash their fearless games in the new shirt, and to deliver the kind of daring, phenomenal football we all know they’re capable of in Brazil this summer. Daring is in their DNA. When they unleash it, anything can happen.
Nike launched the first part of its 2014 football #riskeverything campaign recently with a film created by W+K Portland, featuring Cristiano Ronaldo, Neymar and Wayne Rooney. The film shows the pressure felt by some of the world’s greatest players as they prepare to play on the world’s biggest stage.