The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Advertising Sports Marketing Fifa World Cup

Nike explores Russian street football where people play for pride

Author

By John McCarthy, Opinion Editor

June 19, 2018 | 2 min read

Nike is celebrating Russian footballers this World Cup year in a film from a campaign called 'Never Ask'.

Never Ask

Nike continues its Never Ask campaign

The latest work from Wieden+Kennedy Amsterdam coincides with the World Cup and celebrates the spirit of the 'korobka' or murals known to dominate Moscow. Artistically, it shows a kid learn how to play football on the streets and become a star.

Fyodor Smolov, a professional football player who fought his way from a bench-warmer to the leading scorer of the country, leads the campaign. Nike as a non-sponsor of the World Cup also activates around syncronized swimming and and a blind runner in athletes Aleksandr Maltsev and Elena Fedoseeva respectively in two other films.

The campaign was designed to show the highs of lows of sport in Russia. Over 240 murals between 2- to 16-metres have been erected in Moscow as part of the campaign.

Nike is activating around its national sponsorships while Adidas also enjoys shipping with World Cup materials. Recently the brand paid tribute to a classic Ronaldo ad.

Back to Russia. Vote for The Korobka Never Asks below in The Drum's Creative Works and check out the rest of our World Cup coverage here.

Nike: advert-body-3 by Wieden+Kennedy Amsterdam

By Nike

Overall Rating 0/5

Vote now
Advertising Sports Marketing Fifa World Cup

Content created with:

Nike

Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel,...

Find out more

Wieden+Kennedy Amsterdam

Find out more

More from Advertising

View all

Trending

Industry insights

View all
Add your own content +