So-called "American" football is gaining new traction in the U.K. these days, with the NFL just having concluded a series of games at Wembley Stadium, better known as the home of soccer (football to Brits).

To celebrate this, Nike debuted a film this week featuring Efe Obada, the Nigerian-born, London-raised star of the Carolina Panthers. Created by Dirty Robber and directed by Nick Frew, the spot features actor Eyram Avadzi playing the role of a young/anonymous football player inspired by Obada eloquently speaking about his hometown: "When you're one of nine million, it ain't about fitting in." We see him walking through the urban streets, working out and playing on the field at Wembley as he ruminates on hard graft and chasing your crazy dreams.

The ad, which is running online in the U.K. and North America, continues Nike's "crazy"-focused update of the "Just Do It" tagline and also carries on the brand's gripping storytelling around London athletes. Previously, the brand highlighted the city as a fertile breeding ground for sports talent in the Grand Prix-winning spot "Nothing Beats a Londoner" from Wieden & Kennedy London. 

It's also just the latest in Dirty Robber and Frew's Nike collaborations. They previously also worked on the brand's campaigns including "Breaking 2," “Shoe Therapy” and “Unlimited."