Nothing Beats A Londoner

Connecting a new generation of athletes to the biggest brand in the world

Brief: Create a London-centric campaign that re-connects the biggest global brand in the world to the youth of the most exciting city in the world that makes kids globally want to be a Londoner.

Concept: Endlessly enterprising and fiercely competitive, young Londoners shape sport and culture in the metropolis around them. These hungry, resourceful and confident youngsters take us on a whistle-stop tour of their city in Nike’s Nothing Beats a Londoner – with the help of cameos from some of the Londoners they look up to – as they strive to one-up each other with their own sporting achievements. The campaign was launched to coincide with a week-long programme of activities organised by Nike London at 250 venues across the city, during which 75 Nike-sponsored athletes took to the streets to encourage young people to get active during half-term.

Creative: Shot on the streets of the capital – in the very neighbourhoods that will produce the next Skepta, Dina Asher-Smith or Harry Kane – areas such as Dalston, Peckham and Brixton provide a vivid backdrop for the bravado, passion for sport and unique London spirit that unites each of the 258 real-life young Londoners who appear in the film.

As the young Londoners are the focus, they launched the campaign through their social channels. Each of the athletes was given their scene as a standalone piece of content, which they posted on Instagram, linking to the next competitor to create a massive social media battle between some of London’s best young athletes. Soon after, the edits were amplified by the famous faces who also star in the campaign. The full version of the film was then broadcast from February 9 across TV, Cinema and Online. The work was made with Wieden + Kennedy and Megaforce.

Fun Fact: This got taken off the internet due to legal reasons, don’t tell anyone I have it up here ;-)