Nike CR7

Activation

China absolutely loves Cristiano Ronaldo for his insane work ethic.

For the 2026 World Cup we made him his own Chinese character based off his signature celebration pose and “SIU” chant.

And then promoted it through a film franchise that shows how he stays in elite condition. The premier for our franchise took place at one of the most historic theaters in the country.

The Chinese character and film franchise.

Film posters were paired alongside activations telling the story of his legacy and how he plays forever.

Like cryotherapy chambers for his post game recovery.

And his record 2.93 meter header jump height, letting fans try to match.

Fans sat through a 30 min film where the posters were brought to life in animated trailers, given a “winning mindset” mediation, and watched the Nike World Cup anthem film.