Nike charts Raheem Sterling's journey from 'naughty kid' to outspoken soccer pro

Latest 'Just Do It' spot features the England and Manchester City star who has been vocal about racism in his sport

Published On
Dec 16, 2019

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Nike Football's latest spot charts the rise of Raheem Sterling, the Manchester City and England soccer star who has recently also been vocal on the subject of racism in soccer

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. 


Dec 16, 2019
Client :
Nike Football
Agency :
Wieden & Kennedy-London
Creative Director :
Paddy Treacy
Creative Director :
Mark Shanley
Creative :
Albert Pukies
Creative :
Darragh Carey
Executive Creative Director :
Tony Davidson
Executive Creative Director :
Iain Tait
Group Account Director :
Amber Martin
Account Director :
Holly Baker-Cliff
Account Manager :
Matt Whiteside
Planning Director :
Paula Bloodworth
Planner :
Ayo Fagbemi
Comms Planning Director :
Lee Ramsay
Comms Planner :
JJ Bender
Lead Designer :
Aaron Skipper
Designer :
Jonny Isaacson
TV Producer :
Sam Rendle Short
OOH Producer :
Dom Felton
Business Affairs :
Alex Coomer
Production Company :
Academy Films
Director :
Billy Boyd Cape
Producer :
Juliette Harris
Production Manager :
Portia Abatan
Director of Photography :
Molly Manning Walker
Editorial Company :
Editor :
Stephen Dunne
Edit Producer :
Ed Hoadley
VFX Company :
Time Based Arts
VFX Producer :
Sean Ewins
Sound Company :
Sound Designer :
Sam Ashwell
Sound Producer :
Mary-Ann D'Cruz
Music :
The Blaze “Mount"
Production Company :
Tomorrow Bureau
Photographer :
Crown & Owls
Artist :
Jack Featherstone
Artist :
James Earls
Agency Producer :
Dom Felton
Agency Creative :
Richard Biggs
Agency Creative :
Jolyon White

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