Nike Watch Where We’re Going campaign film

Nike’s new campaign shifts the narrative around refugee athletes

Created by Wieden+Kennedy Amsterdam, the ad recognises the resilience of the IOC Refugee Olympic Team by flipping the loaded question ‘where are you really from?’ on its head

Ahead of Paris 2024, Nike’s new campaign Watch Where We’re Going marks its ongoing partnership with the Olympic Refugee Committee, including becoming the official kit supplier to the IOC Refugee Olympic Team and supporting Paris-based programme Terrains d’Avenir’s focus on giving women and girls greater access to sport.

Earlier this year, boxer Cindy Ngamba also became the first member of the Refugee Olympic Team to join Nike’s athlete roster. Ngamba, who left her birth country of Cameroon at 11 years old, now lives and trains in the UK where she’s a three-time national boxing champion and a coach for young athletes.

Led by W+K Amsterdam, the campaign film hones in on the unfair truth that refugee athletes are often defined by their past experiences, instead shifting to a hopeful narrative focused on their resilience, hard work and athleticism.

It stars four members of the Refugee Olympic Team including Ngamba herself, along with judoka Mohammad Rashnonezhad, cyclist Eyeru Gebru and 800-metre runner Perina Lokure Nakang.

The film sees the athletes tackle the question of identity, highlighting that while they may not be from the same place as each other, they all have the same unrelenting desire to never give up.

Agency: Wieden+Kennedy Amsterdam
CCO: Susan Hoffman
Creative Directors: Craig Williams, Evgeny Primachenko
Art Director: Ana Blanes
Copywriter: Maya Halilovic
Senior Design Manager: Joe Favre
Designer: Lucille Fenouil
Production Company: 100%
Director: Vellas
DOP: Farhad Ghaderi