Nike pulls London shoot with Benzema after false rumours

In a bustling London studio, a camera crew waited for a star striker, only for Nike to pull the plug at the last minute. The French forward Karim Benzema later branded the story as "Notícias falsas" on Instagram, insisting the claim was untrue.

Campaign cancelled after brand review

According to The Athletic, Nike halted a joint advertising venture with streetwear label Corteiz after a detailed review of Benzema’s past. Executives concluded that episodes from his history did not align with the company’s values, prompting the abrupt termination.

The project, slated for a photo session in London, was scrapped on the eve of filming. Nike confirmed the decision did not signal a long‑term partnership with the striker and expressed regret that talks had progressed so far.

Player’s response and wider context

Benzema, now 38 and without a club following his exit from Al‑Hilal, posted an Instagram story on Friday the 25th, labeling the report as fake news and adding emojis for emphasis. He offered no further details about any scheduled shoot.

The story resurfaced shortly after Benzema’s two‑decade relationship with Adidas ended. It also revived references to his 2021 conviction for involvement in a blackmail case concerning former teammate Mathieu Valbuena, which resulted in a suspended year‑long sentence and a €75,000 fine.

While The Athletic did not pinpoint a specific incident as the cause, it noted that the overall assessment of Benzema’s background weighed heavily on Nike’s decision. No official comment from Nike has been released to address the player’s denial.

Images of the cancelled shoot circulated online, captioned in Portuguese and French, with headlines such as "NIKE A ANNULÉ AU DERNIER MOMENT UN SHOOTING AVEC KARIM BENZEMA" and "KARIM BENZEMA DÉMENT UNE INFO SUR NIKE". The coverage appeared across outlets including Foto, Esporte, News, Mundo and the social platform where the story first broke.