Work

Nike: Never Ask

Amsterdam

Nike celebrates the pioneering spirit of new generation of Russian athletes.

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The films are part of the ‘Never Ask’ campaign in Russia and showcase the highs and lows of sports. Whilst the sports journey of these individual athletes varies, their stories share the inspirational belief that nothing can hold back from achieving personal goals.

Further to the three athlete films, the campaign also took to the streets to celebrate the spirit of the ‘korobka’ – the football cage where most Russian kids learn how to play football. Over 240 murals between 2 to 16-metres decorated Moscow korobkas, with each OOH piece a scene of a ‘never asker’ dominating the game. These murals were then stitched into a film that tells the story of a young footballer with big dreams for the future.

With the ‘Never Ask’ campaign, Nike aims to motivate the young generation in Russia to push for their human potential, follow their dreams and embrace their own pioneering mindset. Taking inspiration from both professional and everyday athletes, Nike uses the power of sport to help athletes* push boundaries and redefine what it means to do sports in Russia.

The “Never Ask” campaign is also supported by other well-known Russian athletes, influencers and artists: professional football players Artem Dzyuba, Roman Zobnin, Anton Miranchuk, Ilya Zhigulev, Georgy Jikia; Russian figure skater and two-time silver medalist of the Olympic Games, Evgeny Medvedeva; two-time Olympic champion in fencing, Yana Egorian; silver medalist of the Olympic Games in freestyle wrestling, Valery Koblova; the only participant in the X-Game, Katia Shengelia; professional ballerina, Maria Horeva; musicians Miyagi&Endspiel; a young dancer Frederic Petrosyan; and the founder of the running movement Alexandra Boyarskaya.

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