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Nike Kids: Never Done Playing, Black Threads

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Media Type:

Brand

Agency

Country:

United Kingdom

Industry:

Recreation, Leisure, Sports

Nike has worked with creative consultancy Soursop for its 2022 back-to-school campaign, "Never Done Playing" which is made up of a series of films and photography centred around the idea of "finding the magic in the mundane" - through sport. The campaign rejects traditional back-to-school tropes such as kids in uniform, preferring instead to celebrate the joy of summer by showing families – including Dutch star footballer Virgil van Dijk and his family – transforming mundane, everyday chores into play, and showing how any normal task can be turned into a form of sport. Virgil Van Dijk is featured with his two daughters for the first time in a commercial, and the family is filmed with van Dijk gardening on a Sunday as they turn the everyday tasks in the garden into an epic football match.