Nike goes the distance with Mo Farah ‘Smile’ tribute

Sportswear giant Nike has paid tribute to the golden career of British distance runner Mo Farah after tasking Wieden+Kennedy to produce a short video celebrating the sacrifice and mindset required to go the pace on the running track, capped by an ‘unbeatable smile’.

Best known for his Mobot celebratory hand gesture after sweeping all before him on the track Nike delves behind the scenes to document the sweat and sacrifice born of the grueling training regimen necessary to get Farah over the line.

Set against a backdrop of Farah’s London upbringing the film illustrates the grit and determination which belie Farah’s smiley demeanour with spoken word artist George the Poet offering an accompanying audio tribute.

In a statement Nike wrote: “A powerful tribute from London-born spoken word artist George the Poet captures the human truth we all recognise; that behind every smile, there is a story that is never as easy as it seems. Today, we celebrate Mo.”

Smile was directed by Mark Zibert and produced by Rogue Films.

Nike chief executive Mark Parker rallied to Farah's side at the start of the year in the wake of president Trump's Muslim travel ban.

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

All by John