Has Nike really forgotten about CR7?

In 2026, the ten-year contract that has tied Cristiano Ronaldo to Nike for 10 years will expire: it was indeed in 2016 when the Portuguese phenomenon, at his prime moment, signed an agreement worth 162 million euros. A contract that has spanned some of the best phases of the Portuguese's career, including his time at Real Madrid and the five Champions League titles, his move to Juventus, the return to Old Trafford with Manchester United, and the final stage of his career with the Al-Nassr jersey. Cristiano Ronaldo's current contract with Nike (his second contract of his career) is that of a mature CR7, far from the nostalgic images we have of the Portuguese wearing the jerseys of Sporting Lisbon and his early years in Manchester. However, this contract also marks the final phase of an athlete who has turned 40, continues to update his extraordinary statistics, yes, but in a lesser league. And this detail – which is not just a detail – seems to have influenced Nike's strategic choices as well.

Nike's intentions, at least regarding the sponsorships with the players on its roster, are now clear: the directive is one and only one, namely to slim down. The athletes to sponsor cannot be too many, nor can the clubs or national teams for which to produce kits: this is why, from the 2025/26 season, Nike will lose Liverpool (already promised to adidas) as a Tier 1 club. There will therefore be a more targeted and restricted selection by the Swoosh, perhaps also due to a strategy that involves lower investments in this area. A narrative that, if this is the case, would completely distance itself from what has practically been the foundation of Nike's sportswear strategy, namely the association with an athlete and the subsequent creation of signature lines, among the many benefits reserved for these. We can say with absolute certainty that we never imagined seeing Cristiano Ronaldo receive second-level treatment from the brand that, in terms of sponsorships, has accompanied him the longest in his career.

Cristiano Ronaldo and Nike's Future

But what is really happening with the Portuguese talent? Just a few weeks ago, he trained with Al-Nassr wearing an old colorway of the Mercurial Superfly, called Mad Ambition and released as late as July 2024. As if it were a gesture of defiance, a jab aimed directly at the Swoosh which – evidently – is hiding something and must have reserved a less-than-ideal treatment for CR7, something that he probably didn't like at all. One hypothesis, for example, is that CR7 hasn't digested the Swoosh's decision to stop producing signature boots: between various models and colorways, 31 boots were released from 2010 (the year of the first Nike contract with CR7) to 2022; instead, none have been released since 2022, and Nike hasn’t even thought about making one for Euro2024. And we all know the strong connection between UEFA’s competition and CR7, with unforgettable memories attached to it. 

Now, a rumor from Footy Headlines tells us that next week Nike plans to launch a boot dedicated to Cristiano Ronaldo: the colorway is expected to be called Dark Cinder and the model in question would be the Mercurial Vapor 13 remake boots. Rather than a signature shoe, it would be a tribute to the most iconic boots worn by the Portuguese during his debut with Sporting Lisbon. Of course, this is a boot that evokes very little of Cristiano Ronaldo aesthetically, and it’s not certain that the Portuguese will wear them in future outings with Al-Nassr. Nike is confusing us, and we are certain about this. In the meantime, we’ll enjoy an intense week in which the Total 90III will officially be released, and with this, Nike's communication strategy will continue in a detailed manner, seeking to open a space in lifestyle for one of the most iconic silhouettes of all time.