Nike are celebrating the fiercely competitive youth scene in the capital with the launch of a new campaign and film titled "Nothing Beats A Londoner". Recognising the next wave of London talent, the film is shot on the streets of the capital with the help of some of the Londoners they look up to.
The confident youngsters take us on a whistle-stop tour of their city, in the very neighbourhoods that will produce the next Skepta, Dina Asher-Smith or Harry Kane – areas such as Kingsland Road, Peckham. The video heralds the passion for sport and unique London spirit that unites each of the 258 real-left young Londoners who appear in the film.
The side of London explored in “Nothing Beats A Londoner” illustrates how, for the next generation, a hostile-seeming urban environment is a playground, a canvas for creativity, self-expression and movement. Nike London is committed to making this playground even better for young people in the city, creating unique inspirational experiences that help youngsters unlock their potential through the power of sport.
The campaign stretches wider than just the film. This coming half-term week, between the Friday 9th and Sunday 18th February, Nike London is turbocharging the school holidays.
Over 75 Nike-sponsored professional athletes – including Ellie Downie, Chijindu Ujah and Leah Williamson – will be sent into communities to interact with and inspire hundreds of young Londoners, 270 sports venues across the city will be unlocked, over 2500 people will have the opportunity to attend Nike- programmed sporting and cultural events, and seven local community centres will be revealing Nike-funded refurb projects that enhance grassroots sport in London’s boroughs.
