This is not a straight highlight reel. Reports suggest the film leans into entertainment, parody and pop culture rather than the old formula of tunnel shots and slow-motion strikes. That matters because major tournament campaigns now compete in the same feed as music releases, streaming trailers and celebrity gossip.
For a brand like Nike, the target is not only the core supporter who already knows every squad list. It is also the casual viewer:
The inclusion of Kardashian looks less like a gimmick and more like a reach play. Football remains huge, but brands still want cultural crossover. A cameo that irritates some traditionalists can still be commercially useful if it gets the advert discussed well beyond football circles.
That is the trade-off:
There is an obvious danger. If the non-football casting becomes the main story, the players can feel like supporting acts in their own advert. Supporters usually want authenticity first, especially around the World Cup, when emotion and identity carry extra weight.
Still, the broader direction fits where sports marketing is heading. The biggest campaigns are no longer trying only to reflect football culture; they are trying to dominate mainstream culture. The next question is whether later extensions keep the balance right - and whether the football remains the reason people stay, not just the hook that gets them to click.