Work

Nike: Watch Where We’re Going

Amsterdam

Recognizing the resilience and determination of the IOC Refugee Olympic Team

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We worked with Nike, who are the official kit supplier to the IOC Refugee Olympic Team, to introduce the athletes to the world stage. To do just that, we created a global campaign that hones in on the unfair truth that refugee athletes are often defined by their past experiences, and shifts to a hopeful future looking narrative focusing on their sporting ability.

Whether you’re a spectator, a fellow athlete or a rival, this message behind this campaign is born from a human experience felt and known by many. ‘Where am I really from?’ is a loaded question that can undermine and harm the person asked it. We took ownership of this question and answered it in a way that puts the athlete’s abilities in the spotlight. They might not all be from the same place, but they’re all from the same unrelenting desire to never give up – a tenacity that separates Olympians from every other athlete.

The anthem film features four members of the IOC Refugee Olympic Team – boxer Cindy Ngamba, judoka Mohammad Rashnonezhad, cyclist Eyeru Gebru and 800m runner Perina Lokure Nakang – and puts their resilience, hard work, and athleticism at the center of the conversation, showing the world that this is a team defined by what they do and where they’re going.

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