Nike's latest Raheem Sterling campaign focuses on inspiring youth

By

Sandra Halliday

Published
Dec 18, 2019

Nike is continuing its strategy of focusing not only on the sporting prowess of its roster of stars, but on the stories behind their rise to success. And its latest campaign film sees it turning the spotlight on footballer Raheem Sterling.

Created by Wieden & Kennedy London, Dream for the next you starts with him talking about being “a naughty kid from Brent” who did things "you’re not supposed to do” as he walks through the London borough and takes viewers through his early dream of playing at Wembley.

It also looks at the process that took him to his first England cap aged 17 and how he won two Premier league titles. 

But it’s not just a personality-based campaign as the company is concentrating on inspiring a new generation of footballers and the ad is promoting the joint Nike-Brent Schools Football Association’s initiative to set up school coaching clinics.

The film ends with Sterling saying “Don't just dream for you, dream for the next you” and continues the overall campaigning approach Nike has taken with him. Last year Sterling and Nike focused on racism in sport in another campaign film.

The new mainly-digital campaign is being seen on the brand’s social media channels but also in out-of-home spots.