This summer football will be everywhere, and Nike has decided to show up differently. Starting with a series of iconic Polaroids that will set the scene for twelve weeks of content, collaborations and plenty more surprises — all designed to celebrate football in the places where we actually live it: pitches, streets, stadiums, and the playlists that will soundtrack the most anticipated competition of them all.

To do it, Nike has brought together a pretty unexpected cast. There are the champions — Cristiano Ronaldo, Kylian Mbappé and Erling Haaland. There’s Young Miko on the music side. And there’s Kim Kardashian, stepping in as the ultimate soccer mom. The common thread? A genuine connection to the game, previewed for now through a series of exclusive Polaroids shared here for the first time. In the coming weeks, collaborations and cultural projects will follow. The idea is simple: football isn’t only what happens on the pitch, and this summer Nike wants to prove it. We can’t wait.

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