Goalie Experiences the 5 Stages of Grief from Erling Haaland in Nike Spot by W+K

Nike has teamed up with Manchester City's very own Erling Haaland for a new campaign that captures the thrill of the game. 

Made together with creative agency Wieden+Kennedy Amsterdam, the short film reimagines the unstoppable striker through a goalkeeper’s eyes.

The "5 Stages of Haaland" dramatizes a keeper’s psychological descent as he faces Haaland one-on-one, experiencing the five stages of grief.

 

 

 

 

 

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Directed by Rich Hall, the visually striking piece contrasts Haaland’s effortless dominance with the growing desperation of his opponent, combining tension and humor to create a fresh take on sports commercials. 

This latest effort aims to promote Nike's Phantom GX line of football shoes, donned by the renowned striker throughout the spot. 

High-action and fast-paced spots are a mainstay in sports advertising, but Nike, Hall, and the agency manage to keep their viewers engaged with a spot that has it all: action, a bit of comedy, and a little treat for football fans. 

Here Comes Haaland

The "5 Stages of Haaland" starts off with Haaland making his way towards the goal, as he emerges from a cloud of colored smoke.

With Haaland's intimidating confidence, the goalkeeper is sent into a panic, as his five stages of grief commence.

"He's just a guy. A normal guy. A really tall and incredibly athletic guy who never misses," the goalie says in denial of what's about to transpire. 

He then gets angry and throws a fit, blaming his team's defenders for failing to do their job.

Goalkeepers everywhere are experiencing what experts have coined “The Five Stages of Haaland” as they come to terms with the unstoppable accuracy of the formidable striker.

Introducing the Phantom GX Haaland - There Will Be Goals.#NikeFootball@ErlingHaalandpic.twitter.com/CB63f8cisn

— Nike Football (@nikefootball) January 25, 2025

In his bargaining stage, the goalkeeper shouts "Monitor!" and calls the attention of the ref. 

He then crawls up into a corner and starts to sob, as he experiences despair. 

Lastly, the goalie accepts his fate and just braces for Haaland's exceptional striking skills.

"There will be goals," the screen writes, as the commercial ends. 

Previously, Nike also launched a short film detailing the history of one of its most iconic shoes.