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.