Nike cancels planned Karim Benzema campaign filming at the last minute

Nike has cancelled a planned advertising shoot involving Karim Benzema after deciding the former Real Madrid striker did not align with the company’s brand values.

The 38-year-old had been scheduled to travel to London for filming on Thursday as part of a collaboration between Nike and British streetwear label Corteiz.

However, the sportswear company informed Benzema’s representatives on Wednesday night that the project would no longer proceed.

According to The Athletic, Nike had examined Benzema’s background more closely before reaching its decision, although sources did not specify which particular issues prompted the cancellation.

“This project does not reflect a wider relationship between the athlete and Nike,” the company said in a statement. “We regret that conversations got this far.”

The proposed campaign centred around the Nike-Corteiz Shox R419, with Benzema reportedly due to receive a €75,000 Nike product allowance as part of the arrangement.

Nike had also agreed to cover his travel to London for the shoot.

There had also been preliminary discussions about a wider ambassadorial relationship, although Nike maintained there were no active plans for such an agreement.

The cancellation comes after Benzema’s long-standing association with adidas ended, prompting him to explore alternative commercial opportunities.

Benzema had been with adidas since 2007. The German company released a signature boot commemorating his Ballon d’Or triumph four years ago.

His career has included previous controversy, most notably his 2021 conviction for complicity in an attempt to blackmail former France teammate Mathieu Valbuena.

A Versailles court handed Benzema a one-year suspended prison sentence and a €75,000 fine, although he continued to deny wrongdoing and later abandoned an appeal.

The striker’s playing future is also currently unresolved after Al-Hilal confirmed the mutual termination of his contract on August 31.

Benzema has not announced his retirement and remains without a club after three years in Saudi Arabian football with Al-Ittihad and Al-Hilal.

The development also comes during a period of considerable movement in football’s sponsorship market.

France captain Kylian Mbappe ended his long association with Nike last week to join Swiss sportswear company On, which is making a major push into football.