For its latest in the UK, the brand has taken a much more localised approach, honing in on the city of London and its swathes of determined and passionate young athletes.

Since its release, ‘Nothing Beats a Londoner’, created by agency Wieden & Kennedy, has been met with huge praise from the majority of critics and consumers. 

While Nike often uses professional athletes as a source of inspiration, ‘Nothing Beats a Londoner’ uses real kids from the capital. The three-minute film showcases the variety of sport that takes place here, and celebrates the grit and determination displayed by those partaking in it. 

There is also a sense of competitiveness and ‘one-upmanship’ involved, with each kid expressing how tough it is to train in their respective boroughs. 

Though London is a hugely important part of the ad – used as a backdrop and a cultural reference point – it is the people that take centre stage. Up until now, the brand has perhaps been guilty of going too mass-market, focusing on sports like football and only using big-name celebrities in ad campaigns. This has meant that the brand somewhat lost touch with its target market and the role sport plays in their everyday lives.

By turning the tables and focusing on the reality of sport in London, also using humour and colloquial language, Nike ensures that the ad resonates with its target audience of young, city-dwelling consumers. The decision to film on 16mm instead of digital further helps to create a sense of realism rather than coming across as yet another glossy ad.