In the lead-up to the World Cup, Nike is enlisting celebrities for a special campaign dedicated to the event. The campaign, titled "Rip the Script," intentionally features a wide range of characters to appeal to a wider audience, particularly in the United States, where soccer isn't traditionally as popular as in other parts of the world. Helena Thornton, Nike's vice president of brand management, told FN in an interview at the company's New York office before the campaign's debut that Nike "played with Hollywood themes" in the film, putting cinematic ideas at the center. "This is so that even if you're not the biggest soccer fan when you start out, you might be someone who's very interested in Lisa [of Blackpink] or Kim Kardashian, and they both have authentic dialogue within the context of soccer," Thornton said. "We talk a lot about how Kim [Kardashian] is the perfect football mom, and by the way, in the film, [her son] Saint was wearing the new Paris Saint-Germain FC x Awake jersey, and this is the launch of that jersey.".
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