Never Beat A Londoner

Following its launch in February, Nike’s ‘Never Beat a Londoner’ campaign has already been hailed by the UK press as one of the Best Ads ever made.

The three minute (fairly tongue in cheek) film, is a testament to life in London, through the lens of sport. Rather than a massive focus on the global ambassadors usually featured in their advertising campaigns (although MO still makes an appearance of course), NBAL (Never Beat a Londoner) campaign focusses on 250 young London athletes, who have an unbeatable attitude to sport, despite the hurdles the city can throw at them.

The Film was initially distributed through Owned Social and Paid Video Distribution channels, with the campaign extending into TV, Cinema and OOH.

Our take

For a Brand with such a strong (and heavily used) ambassador profile, this campaign was a real step change for Nike. Although they’re one of the biggest Global Sports brands and will always sell a product, there was a feeling that they were losing touch with their young consumers- particularly in London, one of their biggest markets outside of the US. There was a massive disconnect between communications and how Nike’s core audience actually felt about succeeding in Sport. Never Beat a Londoner addresses this excellently, by celebrating kids in the same they would professional athletes. This is a really great example of understanding the nuances of markets, giving a quintessentially American Brand a unique London voice, that represents the city and the young people that live there.

Ella MacDonald

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