Welcome to Canada. We hope you regret your stay.

As part of Nike’s global ‘Rip The Script’ platform, Nike Canada has launched a campaign that playfully challenges the country's reputation for friendliness. Created by Wieden+Kennedy Toronto, the work highlights the contrast between Canada’s welcoming image and the fiercely competitive style of the Canadian Men’s National Soccer Team, positioning the nation as a gracious host off the pitch but a formidable opponent on it.

The hero film stars Canadian athletes Marie-Philip Poulin and Dillon Brooks, who deliver what begins as a standard welcome message to arriving football fans and players. Directed by David Helman with cinematography by James Laxton, the spot gradually shifts tone as the pair make it clear that while visitors can expect Canada's hospitality, they should expect no such kindness from the national team. Their comments are paired with footage of intense crowds and aggressive play, culminating in the tongue-in-cheek message: “We hope you regret your stay.”

The campaign extends beyond film with social content and out-of-home executions, including a billboard at Sankofa Square in Toronto featuring Canadian national team players beneath the headlines “Welcome to Canada” and “We hope you regret your stay.” The spot will also appear on select Air Canada arrival flights during the tournament, greeting visitors with a distinctly Canadian blend of humor, confidence and competitive spirit.