Nike: What Are You Working On, Emma Raducanu

10.0

Media Type:

Film Film

Brand

brand

Agency

agency

Country:

United Kingdom

Industry:

Recreation, Leisure, Sports

Nike’s new campaign for Wimbledon shows the real person behind tennis star Emma Raducanu - for the very first time she opens up and reflects on her journey so far. Cutting through her carefully controlled media image, the film gets way past the wins and losses. Instead it follows the usually shy Raducanu to her hometown of Bromley, the court where she trained as a child, and taking part in a surprising longtime hobby: motocross. It presents Raducanu on her own terms, having realised that success isn’t always only about pushing harder: for her, winning also means embracing adversity and prioritising self-care – finding time to let go.

Credits

Advertising Agency:

Soursop, Amsterdam

Production Company:

Untold Studios

Director:

Pip & Lib

Photographer:

Laura Allard Fleischl

Date:

June, 2022