Not a single sport, not a single competition.
Nike‘s new video advertising, Nothing Beats a Londoner, sees more than 250 Londoners, among established stars and young sportsmen and sportswomen, gathered among clubs and schools in the UK, showing the hard tests that have to be done to reach the highest levels in every sport.

However, the advertising agency Wieden+Kennedy wanted to change roles, it’s not the stars who are celebrated and hated, but the young people, those who live their dream with the conviction of being able to do it and who become a disenchanted form of inspiration.

“ They really believe that they can do anything. But over time the real world can erode that confidence. So we wanted to celebrate them the way we usually celebrate famous athletes, flipping the traditional model and holding the kids up as the inspiration for all and painting a picture of London, through the lens of sport, as the incredible city it is.”

London thus becomes an immense stadium, every street, pitch and field becomes the scene of exciting and ironic challenges to the latest sport.
On Skepta‘s soundtrack also an incredible Southgate Gareth in God’s guise.

“There was a feeling that Nike had lost touch with the real kids of London and our campaigns didn’t talk to them in their own language anymore, so we wanted to get back on their level and create a new voice and presence in London that makes ripples around the world, allowing our consumers to see, touch, and feel the Nike brand again.”

Nike’s intention was to get closer to the city of London and its younger audience, but with just one video he seems to have done much more.

[youtube]https://youtu.be/n0j_CX1S2es[/youtube]