The commercial is set in a cafeteria turned secretive scientific research facility in Geneva, Switzerland where two scientists engage in a heated debate about who the best football player of all time was in their prime. To settle the debate, the scientists decide to create a multiverse and witness history's greatest players competing against each other. The commercial showcases legendary footballers Alex Morgan, Carli Lloyd, Cristiano Ronaldo, Edgar Davids, Kevin De Bruyne, Kylian Mbappé, Leah Williamson, Phil Foden, Ronaldinho, Ronaldo Nazário, Sam Kerr, and Virgil van Dijk. The scientists push the limits of the multiverse by continuing to pull in more athletes until they overload the machine, when they have a breakthrough that they can also travel forward in time to discover the world’s next iconic football players.

Nike has always created iconic and culturally relevant commercials that spark conversations. The brand took the opportunity of the Football World Cup – the most widely viewed and followed sporting event globally – to continue that streak. The commercial aimed to settle the debate among football enthusiasts about which legend, while in their prime, would have been the best by allowing them to battle it out on the field.

"Footballverse" underscored Nike's belief in the unlimited potential of sports, inspiring the next generation of talent to strive for the best. The commercial aimed to promote the brand by showcasing iconic footballers and highlighting Nike’s mission statement of bringing “inspiration and innovation to every athlete in the world.”

Beginning with detailed archival libraries for each player, VFX employed various techniques to de-age athletes. Since viable footage was limited and low resolution, VFX combined live action performance and 2D de-aging, supported by CG and proprietary AI face-building tools.

VFX had access to digitally scan certain players, enabling faces to be adjusted in 3D, while retaining real skin details, performance and live action eyes. Deaging also included CG hair and extensive body work.

Environment and set extension work transformed interior and exterior locations. London summer became Swiss winter, replacing trees and substituting buildings with the CG compound and mountainous environment. Interior walls were replaced with detailed CG structures inspired by the Hadron Collider, including an infinitely deep tunnel where time travel was possible. Cafeteria walls and ceiling were augmented with dense colorful pipes, and a digital double environment was created for players unable to travel, ultimately shot against greenscreen elsewhere.

The commercial aired during or prior to the World Cup – a football competition that takes place every four years, and is the most widely viewed and followed sporting event globally. The World Cup is not only a competition but a cultural phenomenon that brings people of all nationalities and backgrounds together to cheer on their favorite team. The popularity of the World Cup and football, in general, can be recognized in the creation of the FIFA video game, which allows players to choose their teams and compete against other teams. The video game utilizes real-life players, including the soccer legends showcased in the commercial, which further brings to life their popularity and cultural significance. Even audiences who aren’t big football fans, recognize the names of the football legends who make cameo appearances throughout this commercial.