Celebrate the inspiring story of footballer Raheem Sterling.
What we did
Nike’s latest Just Do It film highlights the inspiring story of Manchester City and England winger and attacking midfielder Raheem Sterling, who is leading the way in supporting the next generation of athletes in England and beyond.
As a kid from the London borough of Brent, Sterling grew up dreaming of playing at Wembley Stadium. But he wasn’t expected to win his first England cap at age 17. He wasn’t expected to play more than 50 times for his country, or to win two premier league titles by 24 years old. He wasn’t expected to influence and inspire the next generation.
But he did — and he does.
Now, in partnership with Nike, Sterling is paying it forward as the driving force behind Brent-based initiatives that will better serve young people in the borough. Alongside Brent Schools Football Association, Nike and Sterling will establish a team on the ground to set up coaching clinics for schools without coaches and, for a minimum of three years, provide support to the London Youth Games for a Brent Schools Football Association coordinator — reigniting the team that dared Sterling to dream.
To help launch the initiative, we worked with Nike to create a 90-second film. Shot on location in the streets where Raheem’s dream began, the spot is directed Billy Boyd Cape at Academy Films.
The film follows a series of empowering murals which appeared throughout Raheem’s home town: five locations, five turning points in his life, five unique artworks. At each site, a plaque gave details on the challenges that faced Raheem and how he overcame them. The artwork was designed by Nike, Tomorrow Bureau and Wieden+Kennedy.
A sixth and final mural now permanently spans the outside wall of Ark Elvin Academy. The team photo shows Raheem side-by-side with the academy’s current students, defiant, and ready to smash all expectations. The artwork was created by Nike with Crowns & Owls and Wieden+Kennedy London.
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