Nike documentary follows a teen who conquers self-doubt through sport

The brand is partnering with the U.K.'s Channel 4 in longform film by Wieden & Kennedy

Published On
May 18, 2021

Editor's Pick

Nike is partnering with U.K. broadcaster Channel 4 on a longform piece of branded content, a 22-minute documentary about a teenager who conquers his self-doubt through sport. 

The film, "New Heights" created by Wieden & Kennedy London in collaboration with Nike Creative Studio, is running on streaming service All 4 and tells the story of Tu'Shea, who has grown up in London caring for his mother and has struggled with self-doubt and confidence his whole life.

He takes on a challenge to conquer his fear through sport, culminating in diving off a high board in Crystal Palace National Sports Centre, along the way being mentored by athletes including British Olympic heptathlete Katarina Johnson-Thompson, soccer player Adebayo Akinfenwa and elite diving coach Sam Buck.

The film was It was directed by Dan Emmerson at Somesuch and features music from Riz Ahmed and Little Simz. It's the first partnership between Nike and Channel 4, with the broadcaster running trailers on social media plus a three-minute commercial break takeover to promote it.

The documentary is part of a new Nike global platform, "Play New," redefining the role of sport for young people. 

W&K London has been behind Nike campaigns such as 2018's "Nothing beats a Londoner," which won multiple awards including the Social/Influencer Grand Prix at Cannes. 

Credits

Date
May 18, 2021
Client :
Nike UK
Agency :
Wieden & Kennedy-London
Creative Director :
Paddy Treacy
Creative Director :
Mark Shanley
Creative :
Philippa Beaumont
Creative :
Freddy Taylor
Creative :
Darragh Carey
Creative :
Andrew Bevan
Executive Creative Director :
Tony Davidson
Executive Creative Director :
Iain Tait
Account Director :
Holly Baker-Cliff
Account Manager :
Matt Whiteside
Planning Director :
Brian Ritter
Comms Planning Director :
Martin Bassot
TV Producer :
Tom Dean
Design Director :
Aaron Skipper
Lead Designer :
Justin Hallstrom
Production Company :
Somesuch
Director :
Dan Emmerson
Series Producer :
Caroline Austin
Production Manager :
Laura Dixon
Director of Photography :
Spike Morris
Editorial Company :
Ten Three
Editorial Company :
Evolutions
Editor :
Sebastian Morrison
Editor :
Stephen Dunne
VFX Company :
Evolutions
VFX Producer :
Kim Timmins
VFX Producer :
Stephen Morrison
Colorist :
Toby Tomkins
Colorist :
Cheat
Sound Company :
750mph
Sound Designer :
Sam Ashwell
Sound Producer :
Martin Critchley
Music Company :
Twenty Below
Music Supervisor / Producer :
Emily Pritchard
Composer :
Star.One

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