Endlessly enterprising and fiercely competitive, young Londoners shape sport and culture in the metropolis around them. We created Nothing Beats a Londoner for Nike, where these hungry, resourceful and confident youngsters take us on a whistle-stop tour of their city – with the help of cameos from some of the Londoners they look up to, even as they strive to one-up them with their own sporting achievements.
Shot on the streets of the capital – in the very neighbourhoods that will produce the next Skepta, Dina Asher-Smith or Harry Kane – areas such as Dalston, Peckham and Brixton provide a vivid backdrop for thebravado, passion for sport and unique London spirit that unites each of the 258 real-life young Londoners who appear in the film.
The hyperreal Nothing Beats a Londoner is directed by collective MEGAFORCE, who have created films for artists and brands including Rihanna, Madonna and Instagram. Production is handled by Riff Raff Films.
Our Creative Directors, Paddy Treacy and Mark Shanley, said: “Nothing Beats a Londoner champions a special, unbeatable attitude we’ve discovered in the UK’s capital. The campaign is from London, for London, and celebrates the next generation of sporting stars against a city backdrop thriving with a culture of sport in every street, park and building.
“Despite the star cameos, the creative flips the traditional model and holds kids up as the inspiration for all – championing them, their spirit and incredible athlete mindset.”