By Sherri Middleton
Many of you have probably already seen Nike’s third film released last month. If you haven’t seen it, check it out. The latest spot coincides with the NBA’s return to action. It highlights the commonalities between athletes and sports.
Narrated by Megan Rapinoe, the U.S. National Soccer Team’s Captain, the spot celebrates sports in split-screen with 36 athletes in movement from one sport to another using 4,000 pieces of footage.
“We’re never alone, and that is our strength. Because when we’re doubted, we’ll play as one.” Rapinoe says as split-screen images play.
Images of workers dressed in protective gear sanitizing stadium seats have changed sports; closed fields and athletes competing in their disciplines tell the viewer that “you can’t stop sports.”
According to Nike, the spot includes 24 sports, 53 athletes, and thousands of hours of sequences researched to arrive at the final 72 sequences selected.
You’ll also see well-known athletes such as Rapinoe. From tennis to soccer and track & field to swimming, this celebration of sport and athletes and – unity – includes LeBron James, Naomi Osaka, Eliud Kpchoge, Caster Semenya, Christiano Ronaldo, Giannis Antetokounmp, Serena Williams, Colin Kaepernick and Kylian Mbappe.
“Players may be back on the pitch, but we are not going back to an old normal. We need to continue to reimagine this world and make it better,” narrator Rapinoe said. “We have all these people in the streets, using their voices, and those voices are being heard. I ask people to be energized by this moment and not let up. I believe it’s everybody’s responsibility to advocate for change.
Wieden + Kennedy created the 90-second spot.