Live sample coverage from TikTok · July 12, 2026
Nike. Watched in real time.
dig delivers a live read on the forces shaping brands across social — from creator sparks and product launches to cultural shifts and emerging narratives.
Trending narrative
@nikefootball's "Rip The Script" World Cup film pulled 62.1 million views, and creators are calling it the greatest football commercial ever made.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Nike conversation.
Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.
Trending now · last 7 days
What people really think about Nike right now.
Pre-crisis radar · for comms
The narratives that haven't hit yet.
Early negative signals that give comms a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Nike conversation.
Nike's own channels are enormous, but the creator clip-army remixing and reposting "Rip The Script" is what made it inescapable.
Owned vs. UGC reach · last 30 days
~40%vs~60%
@lorealparisusa owned share · UGC share of Nike US TikTok reach (30d)
@nikefootball's Rip The Script film (62.1M) and @nike (45.7M) lead, but the creator clip-army reposting the Mbappe-smashes-a-TV moment is what pushed it everywhere.
Top 6 creators · last 7 days
The house codes
Rip The Script, Vomero 18, Pegasus Premium, Tech Fleece, Travis Scott, Air Max 95. Tracked.
Each Nike franchise's top narrative, plus the surprise signal comms may not see coming yet.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.