Established and up-and-coming London-based sports stars, along with a host of musicians and other figures feature in Nike’s hymn to what it means to be a young Londoner, created by Wieden + Kennedy London.
The ad, which was shot in Dalston, Peckham and Brixton and directed by Riff Raff Films quartet Megaforce (who are French, incidentally) includes footballers Harry Kane, Eden Hazard and Alex Iwobi along with athletes Dina Asher-Smith and Mo Farah, Grime star Skepta and England manager Gareth Southgate among many more.
It’s a hectic, head-spinning, intense three-minutes of braggadocio that will be certain to put the backs up of everyone other than Londoners and have them rushing to Twitter to list the ways that, yes, plenty of things have beaten Londoners etc etc.
But no matter. As a portrait of what the city means to a great deal of its populace, it’s a brilliant film. And when the city, particularly its young, black population is reeling every day from the latest knife crime horror, it’s a very welcome boost of self-confidence.
The spot launches a programme of Nike London activity to run during half-term week in which 75 Nike-sponsored athletes will work with local communities in 250 venues across the city.
Agency: Wieden + Kennedy, London
Creative Directors: Paddy Treacy and Mark Shanley
Creative team: Tom Corcoran and Tom Bender
Directors: Megaforce, Riff Raff Films