The query, “The place are you actually from?” is usually fraught, particularly for the greater than 100 million displaced individuals all over the world.
A movie from Nike about its help of the Worldwide Olympic Committee Refugee Olympic Crew on the Paris 2024 Summer time Olympic Video games argues that athletic feats are a extra vital defining issue than homeland or previous traumas.
The 60-second spot by company Wieden+Kennedy Amsterdam stars boxer Cindy Ngamba, who in March grew to become the primary member of the IOC Refugee Olympic Crew to affix Nike’s athlete roster.
“You ask me the place I’m actually from?” she says, wanting on the digital camera as thunder crashes, revealing an image of a younger Ngamba, who left Cameroon at age 11. “I’m from the ring.”
She is a part of a montage of different refugee athletes in coaching, underscoring that they’re outlined by their dedication and resilience.
“I’m from shedding my flag, my nation and my residence, however by no means giving up. That’s the place we’re actually from. Now watch the place we’re going,” Ngamba concludes.
The advert will run throughout YouTube, Meta and TikTok.
Nike partnered with the Olympic Refuge Basis in 2023 to help its Paris-based program, Terrains d’Avenir, which supplies girls and ladies extra entry to sports activities and supplies coaches with sources to work with displaced neighborhood members who’ve usually skilled trauma.
As a part of the collaboration, Nike can also be sponsoring the uniforms for the IOC Refugee Olympic Crew and the Refugee Athlete Scholarship Program.
“With a shared perception that every one youngsters ought to have entry to play, we’re dedicated to eradicating boundaries by offering displaced ladies in Paris with robust, caring mentors and coaches who can empower them with a lifetime of confidence,” Nike chief social and neighborhood impression officer Vanessa Garcia-Brito mentioned in a press release.
