Nike’s France ‘Braquage’ campaign prompts questions within FFF and around squad | OneFootball

Nike has unveiled World Cup campaigns for its national teams, using Hollywood-style posters. France’s theme is titled Braquage, a heist, which has prompted debate within the FFF and among some close to the squad.

According to L'Équipe, the federation was not consulted in advance to approve the concept, and the title is seen as problematic. Nike frames the work as a French piece of art and stresses the focus is the plan, not the heist.

The original idea cast the 2022 Qatar defeat as a stolen trophy and imagined assembling a team to reclaim it in the United States. The campaign champions a clear plan, precise roles and collective intelligence, nodding to heist films and figures such as Arsène Lupin.

While heist imagery can feel romantic in the United States, it plays differently in France. Some around the selection are understood to be uneasy with it.

Inside the FFF, the spot is considered well made, yet the label is an issue. The marketing department tried and failed to have it changed. Director general Jean-François Vilotte offered no comment, beyond noting the campaign has not caused internal friction.

Source: L'Équipe