A Sequel to a Sequel, Done the Right Way

After last year’s World Series win against the Yankees, Nike rolled out its “I Love L.A.” spot, styled like movie end credits and set to Randy Newman’s iconic track. This year, they didn’t just bring the idea back–they elevated it, sharpened it, and weaponized it with layers of storytelling.

Nike ran it back, but with Kendrick Lamar’s “Squabble Up,” a choice that was both celebratory and subtly trolling. Kendrick is a hometown hero. He’s also Drake’s rival, prompting fans to wonder aloud: if the Blue Jays had won, would it have been Drake headlining the soundtrack?

It was the kind of creative decision that makes the internet erupt. Nike didn’t just join the conversation, they engineered it.

A Masterclass in Easter Eggs

What made this ad so sticky is simple: attention to detail. Nike built insider nuance into every second:

• Kendrick Lamar’s track is Will Smith’s walk-up song, immediately signaling to Dodgers fans that this spot was made for them.
  
• Shohei Ohtani is noticeably absent, thanks to his New Balance partnership. Nike understands the ecosystem, the politics, the unspoken rules.
  
• The Nike signs at the end represent each of the Dodgers’ World Series trophies, a visual detail the truest of fans spotted instantly.
  

These elements weren’t explained. They were discovered. That’s the difference between a campaign that hijacks culture and one that weaves itself into it.

The Social Explosion

In the attention economy, impact is measured in real-time. And this ad delivered.

According to our partner Zoomph’s data, the total social value of the ad from X and Instagram totaled $591,268 – the equivalent of generating over half a million dollars worth of earned social impact off a single creative drop.

Most brands dream of this level of resonance. Nike engineered it.

Meanwhile, Other Brands…

To their credit, other brands activated around the Dodgers win, including New Balance and Jordan Brand. Jordan’s work with Mookie Betts was strong, on strategy and true to the athlete.

New Balance’s, in my opinion, missed the moment entirely. It felt safe. Expected. It didn’t tap into the cultural heat fans were living in. And in moments like a World Series victory—moments charged with civic pride, generational fandom, and internet frenzy—being safe is the same as being invisible.

Why Nike Continues to Lead

At STN, we talk a lot about “cultural intelligence,” the ability to understand what fans care about in real time, and then create marketing that doesn’t feel like marketing. Nike’s Dodgers ad is the perfect blueprint.

They understood:

• The timing: first break after the win.
  
• The format: a recognizable sequel to last year’s ad.
  
• The emotion: pride, humor, rivalry, pettiness.
  
• The platforms: built for social from day one.
  
• The community: deeply knowledgeable fans hungry for details.
  

In an era where attention is fragmented and fandom is hyper-online, culturally resonant marketing isn’t optional. It’s the only kind that works.

Nike reminded the industry of that this week. And they didn’t do it with a big-budget epic. They did it with a 30-second wink to the city of Los Angeles.

When a brand nails culture, fans don’t just watch—they participate.

And that’s the difference between a campaign that gets views and a campaign that becomes a moment.