London – Nike’s latest campaign, Nothing Beats a Londoner, taps into the city’s rich cultural fabric to celebrate diversity in London. Directed by RiffRaff Films’ collective Megaforce, the spot includes more than 250 young London athletes alongside professionals like Mo Farah, Harry Kane, and Eden Hazard. Nodding to London as the birthplace of Grime, the ad also features artists Skepta and AJ Tracey in celebration of the city‘s creative lifeblood.
‘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,’ says Paddy Treacy and Mark Shanley of Wieden & Kennedy London who led the project. Beyond this advert, Nike is pushing its connection to local communities with its upcoming Manhattan flagship store, set to open next year.