Nike’s campaign challenges the way we think about refugee athletes
Created by Wieden+Kennedy Amsterdam, the ad honoured the resilience of the IOC Refugee Olympic Team by reimagining the often uncomfortable question, “Where are you really from?”
Ahead of the Paris 2024 Olympics, Nike’s “Watch Where We’re Going” campaign highlighted its ongoing partnership with the Olympic Refugee Committee. This included Nike becoming the official kit supplier for the IOC Refugee Olympic Team and supporting the Paris-based Terrains d’Avenir program, which aimed to give women and girls greater access to sports.
Earlier in the year, boxer Cindy Ngamba made history as the first Refugee Olympic Team member to join Nike’s athlete roster. Ngamba, who fled Cameroon at the age of 11, went on to become a three-time national boxing champion in the UK and a coach for young athletes. The campaign, led by W+K Amsterdam, shifted the narrative from focusing on the hardships refugee athletes faced to celebrating their resilience, dedication, and athletic achievements.
The film featured four members of the Refugee Olympic Team, including Ngamba, judoka Mohammad Rashnonezhad, cyclist Eyeru Gebru, and 800-meter runner Perina Lokure Nakang. It tackled the issue of identity, emphasising that while these athletes came from different backgrounds, they all shared an unwavering determination to succeed.
Credits:
Creativereview.co.uk
Agency: Wieden+Kennedy Amsterdam
CCO: Susan Hoffman
Creative Directors: Craig Williams, Evgeny Primachenko
Art Director: Ana Blanes
Copywriter: Maya Halilovic
Senior Design Manager: Joe Favre
Designer: Lucille Fenouil
Production Company: 100%
Director: Vellas
DOP: Farhad Ghaderi
