Nike’s advert is a tribute to the Olympic Refugee Team

Nike’s advert is a tribute to all the refugees who will compete in the Paris Olympics.

This year the XXXIII Olympic Games are being held in Paris and brands are already positioning themselves. And more than 3.2 billion interactions are expected on networks during the days that the event lasts. A very large pie in which brands hope to get a slice in one way or another.

One of the first to show its cards is Nike. The American multinational pays tribute to the athletes who will compete under the banner of the “Refugee Olympic Team” and stars boxer Cindy Ngamba.

Nike campaign for the Paris 2024 Olympic Games

“Watch Where We’re Going” is the title of the Nike’s advert created by the Wieden+Kennedy Amsterdam agency. A campaign that comes to light after the American multinational partnered with the Olympic Refugee Foundation in 2023 to support its program based in Paris.

The protagonist is the British-Cameroonian boxer Cindy Ngamba who managed to be the first refugee to compete in the Olympic Games. The athlete also became the first member of the Nike Refugee Olympic Team.

Nike’s advert shows several refugee athletes training and showing their dedication and resilience. The protagonist’s speech is a motivating message to not give up despite everything: “I am about losing my flag, my country and my home, but never giving up. That is where we really are from. Now look where we are going.”

Nike collaborates with the Olympic Refugee Foundation, which helps give women and girls access to the world of sport. It also provides resources to coaches who work with athletes who have experienced trauma and terrible experiences.

According to Vanessa García-Brito, director of social and community impact at Nike: “With the shared belief that all children should have access to play, we are committed to removing barriers by providing displaced girls in Paris with strong, caring mentors and coaches. that can empower them with lifelong confidence.”

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