In the ad, by Wieden & Kennedy London, Sterling goes back to his roots in the north London suburb of Brent, cheekily confessing: “The thing is, when you’re a naughty kid from Brent you do things you’re not supposed to do.” Those things include, he goes to explain, as well as "acting up" and "giving cheek," "getting that England cap by 17."
The ad, directed by Billy Boyd Cape at Academy Films, is somewhat reminiscent of Nike's award-winning U.S. work with Colin Kaepernick as Sterling reflects on "shutting down the hate with some words of your own" and "stepping up for the next generation." It ends with the tagline "Don't just dream for you. Dream for the next you."
It also kicks off a grass roots initiative that will see Sterling and Nike partner with Brent Schools Football Association to establish a team on the ground to set up coaching clinics for schools without coaches in the area.