A new Nike Football film, launched in December, pays tribute England and Manchester City star Raheem Sterling’s roots and his upbringing in north-west London as part of the sportswear giant’s ‘Dream For The Next You’.
The forward looking film promotes work with Brent’s next generation of footballers and sees Nike and its ambassador seek to nurture the next generation of England stars.
The campaign, developed with created agency, shines the spotlight on Nike and Sterling’s work in tandem with Brent Schools’ Football Association in providing coaching clinics for schools and support for the London Youth Games (in a new three year tie-up).
The hero spot starts with Sterling saying “The thing is, when you’re a naughty kid from Brent, you do things you’re not supposed to do”, before going on to highlight the challenges he himself faced on his path to elite football and winning his first England cap at 17.
“Brent means everything to me – growing up there, having friends from different backgrounds, learning about different cultures and taking that with me,” said Sterling.
“It was always my dream to play in the Premier League, play for England, and I’ve always wanted to give back to the community that I grew up in and give them an opportunity. This partnership with Nike and Brent Schools’ Football Association is an opportunity for me to provide guidance and the right help so a lot of kids can have the same dream as me.”
The campaign is led by a hero video
and runs across digital, social and out-of-home activity.
The team at Wieden & Kennedy London which developed the work included creatives Albert Pukies and Darragh Carey and the spearhead spot was directed by Billy Boyd Cape through Academy.
Comment:
The last two years have seen Nike endorser Sterling grow into arguably the leading player for both club and country and become a spokesperson for equality and the spot launched to leverage Sterling being shortlisted for the 2019 BBC Sports Personality of the Year last night (15 December) – an award eventually which was won by cricketer Ben Stokes.
Indeed, in 2018 Sterling starred in a Nike spot highlighting his views on the sport and on equality following his comments about newspapers and racial bias against young black players.
While in September he also starred in the EA Sports FIFA 20 ‘Wrong Breaks New Ground’ launch spot.
Links:
Nike
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
Wieden & Kennedy London
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