Nike is advocating that the world reconfigures football. “The sport’s future is full of talent, stacked with players who bring incredible skills to the game. It’s inclusive, open to all backgrounds in support of young players finding joy in the sport. It’s aware of the power of collective work against systemic obstacles,” Nike stated (poetically).
Nike’s mission to democratise football is housed in a film by Wieden+Kennedy Amsterdam and Stink called The Land of New Football. The campaign is led by Nike ambassador, English forward Marcus Rashford, who recently re-signed to a multi-year partnership.
“The 23-year-old is one of the game’s electric, precocious talents, once becoming the youngest English player to score in his first senior international match. Just as exceptional as his dynamic play is his maturation into activism, particularly for underrepresented children in the UK,” Nike explained. “His work to challenge homelessness, ease child hunger and support youth literacy builds to a modern, multi-dimensional glimpse of what football can become: a stage to inspire the next generation through on-field excellence and civic responsibility.”
“Nike has been a part of my life for a long time now and there was no hesitation in wanting to build upon this relationship to create real impact,” Rashford commented. “We have the ability, together, to move the game and its perception forward. I never take this role for granted. I’m just Marcus. Marcus whose dream came true. And I want all children, regardless of their race or their background, to feel like the sky is the limit for them too. No child should ever be starting 20 yards behind the other just because of where they grew up. Football and the power of unity in football can inspire. The opportunities truly are endless.”
Beyond the film, Nike is celebrating footballers, from the professional to the everyday athletes, through the first news show entirely run through Instagram Stories. It is running every week for a month beginning June 25, pulling in football news, not only from recent professional games, but from all kinds of news found online, turning @Nikefootball and its 42+ million followers into a platform for young footballers to be recognised for all the good they bring to the sport.
Credits:
Creative Agency: Wieden+Kennedy Amsterdam
Executive Creative Directors: Eric Quennoy & Mark Bernath
Creative Directors: Evgeny Primachenko & Craig Williams
Art Director: Güney Soykan
Copywriters: Ane Santiago Quintas & Mohamed Diaa
Art Directors (Reactive Content): Florian Barthelmess, Sabela Ros & Emma Mällinen
Copywriter (Reactive Content): Jake Barnes
Head Of Broadcast Production: Joe Togneri
Broadcast Producer: Khalid El Khouani & Magda Czyz
Producer (Reactive Content): George Ancock
Managing Director: Blake Harrop
Account Management: Kathryn Addo, Franky Wardell, Abderrahim El Khouani & Roberta Hilgert
Planners: Martin Weigel & Reid Schilperoort
Comms: Danielle Pak & Elsa Stahura
Production Company: Stink Films
Director: Felix Brady
Producer: Ben Croker
Executive Producer: Jon Chads
Director Of Photography: George Richmond
Production Managers: Katie Keith & Rosie Pike
First Assistant Director London: Clara Paris
Manchester & Liverpool Production: Sugarfree
Paris Production: Stink Paris
Lisbon Production: Page International
Producer (Greetings Content): Gloria Bowman
Photographers (Greetings Content): Portia Hunt, Zeinab Batchelor, Madeleine Penfold & Milo Courtois
Cinematographer (Greetings Content): Wes Rashid, Emile Kelly, Samuel White & Pierre Beyres
Editing: Elise Butt @ Trim Editing
Assistant Editor: Josh Maddox
Producer: Tatyana Alexandra
Audio Post: Raja Sehgal @ Grand Central Recording Studios
Music: Park Life by Blur (Parlophone Ltd)
Music Company: Mr Pape
Post Production: The Mill
VFX Supervisor: Tom Luff
Executive Producer: Clare Melia
Producer: Nicola Simmons
