Nike: What Are You Working On, Emma Raducanu


Media Type:

Film Film




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.


Advertising Agency:

Soursop, Amsterdam

Production Company:

Untold Studios


Pip & Lib


Laura Allard Fleischl


June, 2022

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