It is now 11 hours in an England shirt since Rooney last scored - and perhaps Nike's influence cannot be discounted.
The core characters in Nike's advert have, to date, had an ill-starred World Cup, says the Independent.
Ronaldinho did not even arrive and Franck Ribéry is already home. Didier Drogba came into the tournament with a broken arm and looks like leaving at the group stage. Fabio Cannavaro, whose last act before coming to South Africa was to signal his retirement from high-level football when he agreed a move to the United Arab Emirates, could be making a similarly early exit.