Nike signs first refugee athlete, unveils powerful ad for the Refugee Olympic Team

In W+K Amsterdam spot, boxer Cindy Ngamba and other athletes are defined by where they’re going, not where they’re from

Published On
May 23, 2024

Editor's Pick

Nike, which is the official uniform supplier to the IOC Refugee Olympic Team, unveiled a campaign for the team this week focusing on the athletes’ future rather than their past—and also signed its first endorsement deal with a refugee athlete.

The hero spot (above) features boxer Cindy Ngamba, who just signed the Nike deal, as well as judoka Mohammad Rashnonezhad, cyclist Eyeru Gebru and 800-meter runner Perina Lokure Nakang. The concept is centered around a demeaning question asked of refugees a lot: “Where you really from?”

Their answers offer a poetic rebuke to that line of thinking.

The spot was directed by Vellas through production company 100%.

The work with the Refugee Team is part of a larger Nike collaboration with the Olympic Refuge Foundation (ORF) to help displaced people find community and a sense of belonging through sport. The collaboration will provide access to more inclusive play and sport environments—particularly for women and girls—that boost confidence and improve overall mental health.

Creative efforts around the Refugee Olympic Team have a lengthy history. Ogilvy New York’s campaign for Amnesty International that created a flag and anthem for displaced Olympic athletes won the Grand Prix for Good at Cannes Lions in 2017.

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May 23, 2024
Client :
Agency :
Wieden & Kennedy-Amsterdam
President :
Eleanor Thodey
Chief Creative Officer :
Susan Hoffman
Chief Strategy Officer :
Nick Docherty
Creative Director :
Craig Williams
Creative Director :
Evgeny Primachenko
Art Director :
Ana Blanes
Copywriter :
Maya Halilovic
Head of Production :
Jaime Tan
Senior Producer Lead :
Khalid el Khouani
Producer :
Salt Ibraeva
Producer :
Stephane Fevrier
Planning Director :
Jasper Hunter
Planner :
Ipek Tosun
Head of Comms Planning :
Elsa Stahura
Comms Planning Director :
Anna Chan
Comms Planner :
Hayeon Kim
Group Account Director :
Franky Wardell
Account Director :
Hannah Heidar
Account Manager :
Isaac Chukwumah
Account Executive :
Amber Paris Montalvo
Senior Design Manager :
Joe Favre
Designer :
Lucille Fenouil
Head of Business Affairs :
Michael Graves
Business Affairs Manager :
Fiona Fan
Production Company :
Director :
Director of Photography :
Farhad Ghaderi
Producer :
Natalie Wetherell
Executive Producer :
Job Sanders
Company Owner :
Gijs Determeijer
Production Manager :
Stuart Butterworth
Service Production Company :
Service Production Company :
Ginger Ink
Editing Company :
Editor :
Fouad Gaber
Assistant Editor :
Helena Teixeira
Assistant Editor :
Anders Mills
Offline Producer :
Polly Kemp
Sound Company :
Grand Central Recording Studios
Sound Designer/Mixer :
Raja Seghal
Additional Sound Design :
Tom Keats
Music Written & Performed By :
Cliff Martinez
Music Written & Performed By :
Mac Quayle
Published by :
Published by :
Wild Bunch
Published by :
Editions La Marguerite
Published by :
Velvetica Music
Published by :
Collect! Music Publishers
Music Production :
Mr. Pape
VFX Lead :
Guillaume Weiss
VFX Artist :
James Marshall
Colorist :
Tom Mangham
Producer :
Holly Tidwell
Photographer :
Christopher Anderson
Producer :
Olivia Gideon-Thomson
Production Company :
Executive Producer :
Khalid el Khouani
Producer :
Salt Ibraeva
Director :
Al Lewis
Director of Photography :
Mario Karner
Photographer :
Bas van Est
Editor :
Francesca Giunta
Editor :
Mario Karner
VFX Supervisor :
Ricky Weissman
Colorist :
Sound Designer :
Juan Pablo Thummler

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