Raheem Sterling - Just Do It

Dream For The Next You

Brief: For the Nike Just Do It global campaign, celebrate one of the pinnacle athletes of Europe, Raheem Sterling to inspire the next generation of athletes from his childhood area of Brent and beyond.

Concept: With Raheem we wanted to pay it forward as the driving force behind Brent-based initiatives that will better serve young people in the borough. Alongside Brent Schools Football Association and Sterling we established a team on the ground to set up coaching clinics for schools without coaches and, for a minimum of three years, provide support to the London Youth Games for a Brent Schools Football Association coordinator — reigniting the team that dared Sterling to dream.

Creative: To help launch the initiative, we worked with Wieden+Kennedy to create a 90-second film. Shot on location in the streets where Raheem’s dream began, the spot was directed Billy Boyd Cape at Academy Films.

The film follows a series of empowering murals which appeared throughout Raheem’s home town: five locations, five turning points in his life, five unique artworks. At each site, a plaque gave details on the challenges that faced Raheem and how he overcame them. The artwork was designed by Nike, Tomorrow Bureau and Wieden+Kennedy.

A sixth and final mural now permanently spans the outside wall of Ark Elvin Academy. The team photo shows Raheem side-by-side with the academy’s current students, defiant, and ready to smash all expectations.

Fun Fact: We shot the hero campaign image at a local school in Brent on the kids lunch-break, they loved it.