Nike is running a social campaign in the U.K. around the Women's World Cup, in which female rappers narrate the little-known backstories of some of the England team players.
The work, which appears on Instagram Stories, is the first created for the brand by Uncommon, the agency co-founded by Nils Leonard, Lucy Jameson and Natalie Graeme in 2017.
In one video, rapper Little Simz describes the journey of striker Fran Kirby from "satellite town dreamer" to World Cup hero. Another features the grime artist Lady Leshurr celebrating team captain Steph Houghton, whose soccer story started when she was at school as a four and a half year old "tiny tyrant" in the "windy streets of a mining town."
The work was directed by George Belfield through Somesuch.