Nike and Marcus Rashford are waving the offside flag at toxic masculinity in football. 

‘Nice Guys Finish Last’ is the latest spot directed by Riff Raff’s Rich Hall for the brand; this time through Wieden+Kennedy London and with something different, and incredibly important, to say. 

Featuring an out of touch ball dishing out the advice of old, this nasty character is satisfyingly booted out of frame mid-sentence by Rashford who heralds in a new era of football – one which will not stand for this old school way of thinking.