Nike released an ad called 'Awaken Your Madness' featuring international soccer players. The spot featured Brazilian player Vinicius Jr., a forward for La Liga club Real Madrid, Norwegian soccer player Erling Haaland, a striker for the Premier League, and French captain Kylian Mbappé. The short video showcases moments from the players' childhood to their current success, their dedication to the sport, and their journey to going "increasingly mad lengths to be the best, and to win."
By partnering with professional athletes, Nike gains insight into their preferences and requirements. This allows Nike to further enhance its products based on performance, boosting product development and innovation strategies and resulting in improved product performance and increased sales.