We’re Not Mad, We’re English

Launched ahead of England’s FIFA World Cup semi-final against Argentina, Nike’s latest campaign celebrates the unwavering optimism and enduring rituals of England fans, even after decades of tournament heartbreak. Created by Wieden+Kennedy London and directed by ILLIMITÉWORLD through Love Song, the film was conceived, shot and completed in under 48 hours following England’s quarter-final victory over Norway, allowing it to air before the semi-final.

The campaign reflects the belief that supporting England is about far more than results. Drawing on the country’s football history and the communal traditions that accompany every major tournament, the film captures the hope, superstition and shared conviction that football can always "come home", despite the setbacks that have defined England’s World Cup journey since its lone triumph in 1966.

Wayne Rooney leads the film, appearing in St George’s Cross face paint as he responds to a sceptic who suggests England fans are "out of their minds" for believing. Echoing Nike’s iconic 2006 ‘St Wayne’ campaign, Rooney replies, "We’re not mad. We’re English", reinforcing the campaign’s message that relentless belief is an essential part of England’s football identity. Rooney also fronts Nike’s collaborative England collection with streetwear brand Palace.