Kia has rolled out a campaign, 'The Next Legend', ahead of the Men's FIFA World Cup which will be held in USA, Canada and Mexico in June and July 2026.

As the sponsor of the Official Match Ball Carrier programme, the brand brings in footballer Thierry Henry to spotlight its commitment to unity, not just between the brand and its customers, but among people around the world during the tournament.

The programme selects children from across countries to deliver the official match ball to referees before each game. For this World Cup, 104 participants aged 10 to 14 will get the chance to walk onto the field alongside the world’s best players.

The legend takes the wheel of a Kia with a young footballer riding shotgun. Nervous and excited, the boy asks Henry what it feels like to step into a World Cup stadium. Henry says it’s an experience that’s hard to describe, which the boy takes as teasing. Henry tells him he’ll understand soon enough. When they arrive at the stadium, Henry hands the moment over. He tells the boy to go create history and welcomes him to the World Cup he’s been waiting for. The boy replies that it’s actually the World Cup that’s been waiting for him. The film closes on the Official Match Ball Carrier message, inspiring every step of the next legend.

What we think about it: The film hits the emotional note cleanly, using Thierry Henry’s presence to turn a simple car ride into a rite of passage. The setup is predictable, but the final line flips the narrative with just enough swagger to make the idea land.

The campaign went live across social channels on 9 December.