The latest instalment in Nike’s World Cup campaign on the Cromwell Road in London – one of the largest poster sites in the UK.
The huge installation plays on the idea of Mount Rushmore by replacing the faces of the iconic American Founding Fathers with four key English Nike athletes: Wayne Rooney, Theo Walcott, James Milner and Rio Ferdinand as they head to South Africa to WRITE THE FUTURE. With the England national team’s first game against the USA, there is increased symbolism to the structure. The words PLAY TO BE REMEMBERED are carved into the rock formation, inspiring the players to give history-making performances on the pitch.
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