Besides all the legendary moments, the FIFA World Cup has produced some of the most iconic ads that resonated with football fans in anticipation of the event.
The FIFA World Cup 2026 hype is officially building. With less than a month to go before football’s biggest stage returns, brand activations are everywhere, setting the tone for another historic tournament. This edition will also feature 48 teams for the first time, following FIFA’s expanded format.
But beyond the tournament itself, it’s still the game that connects everyone. Over the years, World Cup campaigns have shaped football culture in their own way blending storytelling, creativity, star power, history, and emotion. As the countdown continues, here are some of the most iconic football ads that defined different eras.
‘The Airport’ (1998)
Nike’s retro football ads just hit differently. The 1998 ad was a timeless Joga Bonito classic.
Brazil’s golden generation transformed an airport into a football pitch, dribbling past security and playing with effortless swagger. Led by Ronaldo and other Brazilian icons, the ad embodied the joy and creativity that made fans fall in love with the sport. The ending made for some good laugh as R9 symbolically hit the post after all the fancy dribbling moves they did around the airport.
‘Secret Tournament’ (2002)
Backed by a reported massive production budget, Nike’s “Secret Tournament” became one of the most iconic football ads ever made. The campaign centered around an underground 3v3 cage tournament featuring 24 elite footballers competing in fast-paced, winner-stays-on matches.
The tourney was hosted by Eric Cantona and it took place inside a steel cage with tiny goals, forcing players to rely purely on skill and creativity. The format mirrored the intensity of the small-sided games kids play with friends, but with some of the greatest players of all time.
The ad featured football legends including Thierry Henry, R9, Ronaldinho, Luis Figo, Roberto Carlos, and Francesco Totti among many others.
More than just an ad, it became part of football culture. It captured the street football energy that defined an entire generation of the sport.
‘Jose +10’ (2006)
Every football fan has imagined what it would feel like to play street football with the sport’s biggest legends. In 2006, Jose +10 turned that fantasy into one of Adidas’ most memorable campaigns.
Built around the idea that nothing is impossible, the ad follows Jose and Pedro assembling a squad to face some of football’s greatest names in a street match. The campaign featured an incredible lineup including Zinedine Zidane, David Beckham, Franz Beckenbauer, Michel Platini, Djibril Cisse, Kaka, Frank Lampard, and more.
More than the star power, the ad captured the pure childhood joy of football and the dream of sharing the pitch with your idols.
‘The Game Before The Game’ (2014)
Football in 2014 was defined by Hypervenoms, Neymar’s haircut, and the energy surrounding Brazil’s World Cup. But few campaigns captured that atmosphere better than Beats by Dr. Dre’s “The Game Before The Game.”
Led by Neymar Jr., the ad focused on the rituals and emotions before kickoff, from locker room routines to moments with family. One of its most memorable scenes featured Neymar receiving a phone call from his father before Brazil’s opening match, emphasizing the emotional weight of representing a nation.
The campaign also featured Mario Gotze, who would later score the World Cup-winning goal, alongside Luis Suarez, Chicharito, and more. Guest appearances from Serena Williams, Lil Wayne, and other stars helped turn the ad into a cultural moment beyond football.
‘Backyard Legends’ (2026)
A future classic in the making.
Adidas brings together street football energy and superstar presence in “Backyard Legends,” a story about a local neighborhood crew that never lost. Timothee Chalamet leads the narrative, building his own squad to challenge the undefeated group.
The ad blends football royalty and modern stars. It features legends like Del Piero, Zidane, Beckham, and Messi, alongside today’s generation including Lamine Yamal, Jude Bellingham, Ousmane Dembele, Raphinha, Florian Wirtz, Santiago Giménez, Pedri, and Trinity Rodman. A special appearance from Bad Bunny adds a cultural crossover edge that amplifies the global feel.
Banner Images from Adidas.
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