Nike has launched a football-focused retail activation across Hong Kong as part of its global ‘Rip the Script’ campaign, turning selected stores into experiential spaces.
The initiative, branded as ‘Nike Football Universe’, coincides with the launch of the sportswear giant’s 2026 National Team Kit collection ahead of the Fifa World Cup.
Selected stores have been redesigned with campaign-led visual merchandising, football-themed displays and interactive elements showcasing the 2026 National Team Kit Collection and the Mercurial football boot franchise.
The rollout also features appearances by local footballers Yapp Hung Fai, Yu Jesse Joy Yin and Lau Ka Kiu. As part of the activation, Nike’s Fa Yuen Street store is hosting a Football Photo Booth experience until July 22.
The retailer is also extending its Jersey By You and Nike By You services across participating locations. Consumers purchasing selected national team jerseys can add player names and numbers, while Nike By You offers football-inspired graphics and patches for customised apparel and footwear.
The Hong Kong campaign forms part of Nike’s broader effort to build momentum around football ahead of the 2026 World Cup, using retail experiences to showcase new product ranges and deepen consumer engagement.
- Further reading: Nike launches ACG flagship in Beijing as outdoor strategy accelerates.
