Nike Social Films Show that Pride is for Life not Just for June

Jul. 19, 2023

Amsterdam-based creative agency Soursop’s latest work for Nike is underscoring that Pride is for life - not just for June - in a joyful social campaign that celebrates both the pivotal role that sport plays in creating queer joy and the way LGBTQIA+ athletes are redefining the future of sport. 

Directed by queer writer-director Abel Rubinstein - best known for critically-acclaimed ITV series Life in Love - No Pride No Sport  is made up of two 60-second films following LGBTQIA+ athletes in European capitals.  Shot in 9:16, the films mix native content, live action and archive footage for a fresh, fast-paced and inclusive feel to match the subject-matter. 

The first episode, set in Berlin, introduces Jarred and Hany, two teammates from the Joy Run Collective - a local LGBTQIA+ initiative for women of colour and their allies to run, support and socialise together. 

Hany noted:

"It’s so important to claim your space in this world, but also to share the space with other people."

 

More about the Joy Run Collective’s story on Nike’s website here.

Meanwhile, the second episode focuses on Léone and Yassin, two Nike trainers from queer-friendly fitness studio, KAH, in Paris, and how their personal growth within sports has helped them discover their true identities.

Leone noted:

"As queer people, we should strive each day in society to be even more assertive, more self-confident."

 

More about this story on the Nike website here.

The campaign underscores agency Soursop’s continuing commitment to representative filmmaking - having been created and produced by a team with strong LGBTQIA+ leadership including Soursop’s creative director Fran Marchesi, director Abel Rubinstein and DoP Jack Hamilton. Together they were conscious about articulating the story through an authentically queer lens.