Digital
Transformation
Festival


16 March - 30 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
30 Mar 10:00 GMT / 06:00 EST

In conversation with Publicis Sapient global CEO, Nigel Vaz

FEATURING

Speakers to be announced

Nike charts the rise of Man City star Raheem Sterling in latest campaign

Nike has explored the humble origins of England and Manchester City football star Raheem Sterling with an inspiring message for the next crop of players coming through the ranks.

Sterling walks the viewers through his childhood dreams of playing at Wembley Stadium. Returning to the London borough of Brent, the ad explores how he won his first England cap at age 17 and went on to win two Premier League titles by 24 years old.

He, and Nike, are now running Brent-based initiatives that will better serve young people. Alongside Brent Schools Football Association, the goal is to set up coaching clinics for schools.

Sterling said: “Brent means everything to me — growing up there, having friends from different backgrounds, learning about different cultures and taking that with me,” says Sterling. “It was always my dream to play in the Premier League, play for England, and I’ve always wanted to give back to the community that I grew up in and give them an opportunity.

"This partnership with Nike and Brent Schools Football Association is an opportunity for me to provide guidance and the right help so a lot of kids can have the same dream as me.”

In the spot, Sterling talks about how he is "stepping up for the next generation". It ends on the lines 'Don't just dream for you, dream for the next you'.

Almost a year ago to the day, Sterling used his profile and Nike partnership to call out racism in sport.

The ad was developed by Wieden+Kennedy London. Crowns & Owls also created six murals in the township paying homage to its star footballer.

Vote for the campaign below in The Drum's Creative Works.

Overall Rating
5/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.