Emma Raducanu shuts off the critics in Nike's ad ahead of Australian Open

Wieden+Kennedy London spot follows sponsorship deal with the U.S. Open winner

Published On
Jan 14, 2022

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Ahead of the Australian Open tennis tournament starting in Melbourne, Nike London has released a new social ad supporting Emma Raducanu, the British winner of the U.S. Open with whom it has a sponsorship deal.

The 20-second spt, which debuted on Instagram, shows Raducanu playing on court as different words appear behind her in white on a black wall. They illustrate the comments, both positive and negative, that she's had since her Wimbledon debut and subsequent victory at Flushing Meadow in September.

"Distracted" and "Perfect;"  "Fluke" and "Flawless" and "One hit wonder" hint at the harsh criticism she's received as well as the high praise that puts pressure on the 19-year-old to perform. Raducanu ignores the background as she contines to smash the ball. The video concludes with the words disappearing and the tagline "World Off. Game On" followed by the Nike logo. The ad was created by Wieden + Kennedy London and directed by Crowns & Owls via Noir Productions.

Nike signed a deal wtih Raducanu before her U.S. Open success; since then the half Chinese and half Romanian athlete has signed further sponsorship agreements with a raft of brands including British Airways Evian, Dior and Tiffany & Co. 

The idea is reminiscent of Under Armour's award-winning "I Will What I Want" campaign from Droga5, which included a spot starring supermodel Gisele Bundchen pounding away at a heavy bag against a backdrop of social media comments both negative and positive. 


Jan 14, 2022
Client :
Nike London
Agency :
Wieden & Kennedy-London
Creative Director :
Anna Arnell
Creative Director :
Tom Bender
Creative :
Adam Reincke
Creative :
Sarah Fox
Creative :
Aleks Atanasovski
Creative :
Hannah Young
Executive Creative Director :
Susan Hoffman
Account Director :
Alice Shaw
Planning Director :
Brian Ritter
Planner :
Hannah Vatandous
Comms Planning Director :
Martin Bassot
TV Producer :
Mich Bradfield
Design Director :
Justin Hallstrom
Lead Designer :
Arabella Swan
Production Company :
Noir Productions
Director :
Crowns & Owls
Production Company Executive Producer :
Javier Alejandro​
Production Company Executive Producer :
Greg Smith
Editor :
John Holloway
VFX Company :
Tag Collective Arts
VFX Executive Producer :
Joe Billington
VFX Artist :
Tim Davis
VFX Artist :
Tommy Coulter-Liston
VFX Artist :
Luke Reade
Colorist :
Mark Horrobin
Sound Company :
King Lear
Sound Design & Mix :
Ed Downham

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