Nike brings Hollywood-inspired ‘Rip the script’ universe to Hong Kong

Nike has brought its global “Rip the script” football campaign to Hong Kong, turning selected stores into football-themed retail spaces tied to the brand’s wider Football Universe platform.

The activations are designed to connect football with style, youth culture and fandom, as Nike looks to build momentum around the sport beyond the pitch.

Inspired by the Hollywood studio setting used in the global campaign, selected Nike stores in Hong Kong have been fitted out with film set-style displays, oversized props and player-led creative, giving shoppers a more immersive campaign experience.

Hong Kong footballers Yapp Hung Fai, Yu Jesse Joy Yin and Lau Ka Kiu are fronting the local activation, bringing the campaign into the city through athlete-led content and in-store experiences.

Consumers can take part at Nike’s Fa Yuen Street store until 22 July, where a limited-time photo booth lets fans style themselves in Nike football gear and create a custom digital player card.

Customers who purchase selected Nike jerseys or spend HK$599 or above will unlock a premium, limited-edition physical holographic player card, turning their football identity into a rare collectible keepsake.

The celebration of identity continues with the Nike 2026 national team kit collection, which introduces a bold design language fusing national pride with future expression. To extend this energy beyond the pitch, Nike is introducing Jersey By You and Nike By You experiences to selected retail locations.

Customers who buy selected national team jerseys can customise them with a featured player name and number through Jersey By You for HK$180.

Nike By You will also offer limited-time football-inspired graphics and patches, while Nike Members can take part in an in-store mission at Nike Fa Yuen Street from 4 to 22 July. Members who find hidden campaign details and complete the challenges can receive a limited-edition Nike Football sticker pack.

The global "Rip the script" campaign is positioned as a rallying cry for young players, which aims to inspire athletes to trust their instincts and embrace a more joyful approach to the game. Beyond a single film, "Rip the script" serves as the entry point to what Nike describes as an evolving universe of football content spanning sport, entertainment, music and fashion.

At the heart of the campaign is a six-minute film set inside a Hollywood mega-studio, where some of football's biggest names reject convention and embrace spontaneous play.

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