A late entrant into the UK football boot market that was dominated by Adidas, Nike wanted to show that it understood football culture – and the commercial underscored its commitment perfectly.

It featured the then Arsenal and England striker Ian Wright, juxtaposing shots of live action from around the world with the reaction of fans and events going on around the stadiums.

The spot was complemented perfectly by the soundtrack performed by A Tribe Called Quest and from which the ad took its name.

This article was first published on Campaign Work


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