SNIPES
world cup '26
Three cities. Three legends. Three major sportswear brands.
For SNIPES' World Cup campaign, Provoke did something the football category had never seen: bringing Nike, adidas and Puma together inside a single creative. Built around dual identity and shot across Amsterdam, Paris and Istanbul, the campaign features three icons who each carried two cultures throughout their careers: Edgar Davids, Blaise Matuidi and Ilkay Gündoğan. The tournament divides the world using flags. This campaign uses the same flags to do the opposite.
SNIPES approached the brief from a cultural perspective rather than a traditional sports angle. As Creative Director Mete Miguel Marquardt put it: "SNIPES approaches football culture from a lifestyle and cultural perspective rather than a traditional sports angle. Jerseys became part of self-expression long ago. That's the space SNIPES naturally operates in."
Nike, adidas and Puma collectively kit out 77% of the teams at this tournament. They have never shared a single retailer campaign. SNIPES sits at the centre of all three and picks no sides. That positioning made this possible. The most interesting territory in football right now isn't on the pitch. It's in the culture around it: the way a jersey becomes a statement, the way a player's identity travels further than any club badge ever could. Brands, clubs and federations that understand that are playing a different game entirely.
Credit list
TALENT
Blaise Matuidi
Edgar Davids
İlkay Gündoğan
PROVOKE
Director: Poria Asghari
Brand Partnership Director: Valentino Brodkorb
Creative Lead: Cavalho Mateman
Project Manager: Peyman Shahsavarkhani
Production Manager: Yessica Brouwer
SNIPES
Creative Director: Mete Marquardt & Doni Alaj
Photographer: Domenico Constantino & Caesar Schemmrich
Marketing Manager: Luca Katharina Zuber
Social Media Manager: Johanna Deckers, Valentina Beljan, Anastasia Zervos
Community Manager: Eda Özyurt
Content Manager: David Kneifel
Styling: Dana Büttner & Marina Sieberichs
AMSTERDAM
Director: Poria Asghari, Caio Silva
Producer: Finn Bech & Yessica Brouwer
1st AD: Bauke Boneschansker
Production Assistant: Diane Lucie, Duilio Celi , Elvie Bech, Lorena Hannecart, Luca Belaire
Locationmanager: Pascal Slooten
DOP: Robin Ruitenberg
1st AC: Tristan Adelaar
2nd AC: Ivo Valkenburgh
Gripper: Paul de Vries
Gaffer: Wiegert de Vries
Best Boy: Jayson Todikromo
Social DOP: Roemer Remigius
BTS: Zino de Groot
Photo Assistant: Peter Hlinka
Art Director: Isabelle Griffioen
Set Dresser: Lonneke Wijnschenk & Minte Kruijer
Stylist: Simone van Ommen
MUAH: Dani Fuerza & Soraya Mulala
ISTANBUL
Director: Poria Asghari
Producer: Yasmina Azhoum
Production Lead: Tuana Aksüt
Line Producer: Ceren Kaçıkoç
Production Assistant: Bilal Yıldırım, Okan Can Gürel, Ayşe Aygün
DOP: Robin Ruitenberg
1st AC: Dicle Atan
2nd AC: Yunus Köse
3rd AC: Eren Sezgin
Gaffer: Burak Çimen
BTS: Mansur Türkistani
Photo Assistant: Leon Arnolds
Art Director: Selin Çelikiz
Set Dresser: Azra Bayrakoğlu
Graphic Designer: Ruben Reijgwart
Stylist: Gülsu Erdim
MUAH: Adem Şekel & Madin Ibragimova
PARIS
Director: Poria Asghari
Producer: Yasmina Azhoum
Line Producer: Nelson Baque
Production Assistant: Diane Lucie, Elodie Arnoux, Jane van der Marel
Casting: Diane Lucie
DOP: Sander Pieters
1st AC: Tristan Adelaar
Gaffer: Clement Mahjoub
Best Boy: Paul Ruehr
BTS: Mathis Lange
Photo Assistant: Axel Faure
Art Director: Alisson Rodrigues
Stylist: Isabelle van Dortmont
MUAH: Eléa
POST PRODUCTION
Edit: Maid Koldzic
VFX: Nino Mastwijk
Sound Design: Nenad Simsic
Soundtrack: Arcan Yildiz
Grading: Michel Blom
Cast AMSTERDAM: Ashwin, Dennis, Diego, Dimi, Dulah, Fyn, Jimi, Juanita, Lois, Mats, Mehdi, Melanie, Nova, Saffaana, Safouane, Tega, Tosin, Valerie
Cast ISTANBUL: Arhan, Ash, Beyza, Cem, Elifnaz, Emir, Enes, Omer, Nayza
Cast PARIS: Alice, Lizette, Lorène, Marième, Marvyn, Moustapha, Rim, Samuel, Steven