In its first ad campaign for the National Women’s Soccer League, Nike has taken a wrecking ball directly into the side of a bus. As footage of sports stars Sophia Smith, Mallory Swanson, Rose Lavelle and Alex Morgan play on a screen, the bus is smashed to smithereens. The 60-second short closes with: “This is our beautiful game.”
It’s the first official spot Nike has made for the NWSL but it has been part of the organization since 2012, supplying various teams with clothing and equipment.
In a fun twist, the Wieden+Kennedy campaign was directed by Jackass director Jeff Tremaine who lent his typical heavy-handed touch to the spot. The former professional BMX rider recently worked on the Liquid Death campaign to launch its range of ice teas.