Nike has been churning out motivational stories featuring its sporting stars for a long time. There are dozens of them. But you can’t really fault them. They have “good hearts” and they do good work, inspiring more people to overcome challenges and promote their own self-esteem through achievement.
The newest one, by Wieden + Kennedy London for Nike Football, features Manchester City and England winger and attacking midfielder, and BBC Sports Personality of the Year nominee, Raheem Sterling. He tells his naughty to nice kid story and shows that neither your background not the naysayers should hold you back.
“When you’re a naughty kid from Brent you do things you’re not supposed to do,” he states in his film. “Like acting up, giving cheek, getting mad or like getting that England cap by seventeen.”
The film ends with the tagline, Don’t just dream for you. Dream for the next you.
https://youtu.be/y0iCWXj7nGo
Sterling has been subjected to racist attacks himself and has already been featured in a Nike social media campaign supporting his views after he accused newspapers of racial bias towards young footballers.
View this post on Instagram
The new spot promotes both Nike and Sterling’s youth in sport efforts with Brent Schools Football Association, providing coaching clinics for schools and support to the London Youth Games for a minimum of three years.
Credits
Agency: Wieden & Kennedy-London
Executive Creative Directors: Tony Davidson & Iain Tait
Creative Directors: Paddy Treacy & Mark Shanley
Creatives: Albert Pukies, Darragh Carey, Richard Biggs & Jolyon White
Account Management: Amber Martin, Holly Baker-Cliff & Matt Whiteside
Planners: Paula Bloodworth & Ayo Fagbemi
Comms Planners: Lee Ramsay & JJ Bender
Designers: Aaron Skipper & Jonny Isaacson
TV Producer: Sam Rendle Short
OOH Producer: Dom Felton
Business Affairs: Alex Coomer
Production Company: Academy Films
Director: Billy Boyd Cape
Producer: Juliette Harris
Production Manager: Portia Abatan
DOP: Molly Manning Walker
Editing: Tenthree
Editor: Stephen Dunne
Editing Producer: Ed Hoadley
VFX Company: Time Based Arts
VFX Producer: Sean Ewins
Sound Company: 750mph
Sound Designer: Sam Ashwell
Sound Producer: Mary-Ann D’Cruz
Music: Mount by The Blaze
Design Production Company: Tomorrow Bureau
Photographer: Crown & Owls
Artists: Jack Featherstone & James Earl
