Nike’s “Write the Future” campaign was designated towards the
FIFA World Cup in 2010. Nike’s product line that year included jerseys for
particular national teams and flashy colored footwear, both that can be seen in
the advertisement above.
“Write the Future” was launched prior to the world cup,
highlighting the potential for success by utilizing commercials and ad space
where players were posed in positions prior to success. In the picture above,
Cristiano Ronaldo, one of the best players in the world is posed for a free
kick, an opportunity in soccer to score a goal, to succeed. So in the ad,
Ronaldo has the opportunity to essentially “write the future” for
When analyzing the ad visually, there are many components that we
can observe. What first catches the eye is probably the “WRITE THE FUTURE” font
that is colored in white. The phrase is bold and clear, given that the words are
totally capitalized and the color contrasts very well against the dark
Secondly, the background sets the stage for the campaign. We can
see a stadium filled spectators along with the lights that shine upon the
players. Ronaldo is, as cliché it might sound, on the stage about to perform.
Then the picture shifts to Ronaldo himself, posed
in his famous stance. He stands tall, chest out and shoulders back.
He gives off a vibe of confidence in his position. Like the words in the
picture his white jersey signifies boldness and contrasts against the crowd in
The World Cup is arguably the largest spectacle in sport. Most of
the world sees football/soccer as the favorite amongst all other sports. With
that in mind “Write the Future” by Nike is an exciting ad campaign that posed
the potential for success. Ronaldo was not the only player featured in this
campaign. Other players from other countries had their own strong fan base.
Those fans saw and hoped that their players would take the opportunity to write
the future and win the World Cup.
Personally, I believe Nike does some of the best work when it
comes to advertising compared to other sporting brands, and “Write the Future”
was a smart campaign that featured ads that were bold and clear to the