With the campaign line 'rugby's getting faster', both the 'picture' and 'headline' executions were blurred as if they had perhaps moved too quickly through the printer. On closer inspection we see that the blurred headline leads into a detailed description of the new jersey, in editorial format. We also notice that the blurred South African player (seemingly too quick to photograph) was in fact supporting the caption below, promoting the new Nike jersey.

This tactical campaign resulted in all the Nike World Cup apparel being sold out before the end of the tournament.