Nike's joyful film celebrates the passionate, enterprising and fiercely competitive young Londoners who shape their city.
Shot on the streets of London from Dalston to Peckham and Brixton, the ad features 258 real young Londoners as well as cameos from sport and music stars including Skepta, Mo Farah, Harry Kane, Dina Asher-Smith and Gareth Southgate. The soundtrack illustrates the theme of competition, with each young Londoner getting their own piece of music – starting with Skepta’s Shutdown and travelling to West London’s pirate radio station Kurupt FM.
The campaign went viral the day it launched, with the likes of London mayor Sadiq Khan sharing it on social media. Paddy Treacy and Mark Shanley, the Wieden & Kennedy London creative directors behind the work, said: "Despite the star cameos, the creative flips the traditional model and holds kids up as the inspiration for all – championing them, their spirit and incredible athlete mindset." The ad was directed by Riff Raff Films collective Megaforce, who have created films for Rihanna and Madonna.