Why Nike Cancelled Karim Benzema’s London Shoot for Corteiz

Nike called off a planned advertising shoot with Karim Benzema on Wednesday night, September 23, before he was due to film in London on Thursday. According to The Athletic, the company had reviewed his history more closely and concluded that an association with him did not fit its brand values. The reporting does not specify which aspect of his past prompted the decision. 1820

What was Benzema due to film?

The appearance was planned for a campaign involving Nike and British streetwear label Corteiz—not an announced football-boot endorsement. Reports say the proposed arrangements included a €75,000 product allowance and travel arrangements. That allowance should not be confused with a cash appearance fee. 8522

A Nike–Corteiz Shox R419 collaboration has also been discussed in coverage of an unconfirmed product leak, but the available reporting does not establish that Benzema’s shoot was specifically for that model. Nor do the provided reports substantiate a coordinating role for Actually Creative Limited. 128

Did Nike say why it pulled out?

Nike’s reported explanation was about brand fit, not a publicly identified incident. In a statement reported by outlets covering The Athletic’s story, Nike said the project did not represent a broader relationship with Benzema and expressed regret that discussions had advanced as far as they had. A planned campaign appearance, therefore, should not be treated as a signed long-term ambassador deal. 142

Benzema was convicted in 2021 of complicity in the attempted blackmail of former France teammate Mathieu Valbuena in a sex-tape case. He received a one-year suspended sentence and a €75,000 fine. Those are established facts about his past, but Nike did not publicly identify that conviction as the reason for cancelling the shoot. The court fine is also unrelated to the reported €75,000 campaign product allowance. 48502022

What did the cancellation mean for Benzema?

The decision came amid changes in Benzema’s football and sponsorship arrangements. The Athletic reporter Adam Crafton said his Adidas deal had expired, while Al Hilal confirmed that the club and player had mutually terminated their contract. Neither development establishes that a new Nike sponsorship had been agreed. What is confirmed is narrower: a proposed Corteiz campaign appearance was cancelled before filming, with Nike declining to name the precise concern behind its brand-values decision. 1626142