How Tenerife’s 1998 Nike Commercial Cemented the Canary Islands as a Global Filming Hub
The Canary Islands' long-standing status as a global production hub was cemented by iconic projects like Nike’s 1998 World Cup commercial, which showcased Tenerife’s unique landscapes to an international audience.
The Canary Islands’ rise as a global hub for film and television production is not a new trend; it is the result of decades of work. Long before the current tax incentives began drawing major international studios to the archipelago, Tenerife had already established itself as a premier location for high-profile advertising. A prime example is Nike’s iconic 1998 World Cup commercial, which was filmed on the sands of Las Teresitas beach.
This shoot remains a landmark in sports marketing. It brought together eight of the world’s biggest football stars to play an informal match against the dramatic backdrop of the Anaga mountains. The teams featured legends such as Ronaldo Nazário, Christian Vieri, Luis Enrique, and Ariel Ortega, facing off against Roberto Carlos, Hernán Crespo, Ibrahim Ba, and Nwankwo Kanu.
The commercial’s success came from blending a local, everyday setting with the star power of players who dominated European football at the time. The ad followed a match that lasted from dusk until the following morning, ending with a lighthearted moment where a clearance by Crespo landed in a passing municipal truck.
This project highlights the islands' long-standing importance to the media industry, dating back to well before the digital age. By choosing Santa Cruz de Tenerife for such a massive production, Nike not only put the capital on the map for global brands but also proved that the island’s diverse landscapes could host international stories while retaining their unique character. Today, the commercial remains a cultural touchstone, showing how the perfect mix of talent and location can create something that lasts far beyond its original advertising purpose.