Project

New Heights: London, follows young Londoner Tu-Shea as he takes on a 10m diving challenge. Tu’Shea grew up caring for his mum and has struggled with self-doubt his whole life. With this challenge, Nike invited him to combat his fears through sport - he has 30 days to find his confidence and change his life forever. 

Along the way, Tu-Shea is mentored by top athletes from across the sporting spectrum including footballer, Adebayo Akinfenwa, world champion heptathlete, Katarina Johnson-Thompson, Gloves Not Gunz coach, Precieux Noke and elite diving coach, Sam Buck.

Brief

I explored London connecting with young people all over the city who gave us the temperature on what sport really means to them and what it is to be a young Londoner today.  Nike’s mission - to increase youth engagement in sports through inclusivity, accessibility and the understanding that sport of any level is a conduit to change your life. 

I talked to kids who were on the cusp of dropping out of sport, those who thought they’d missed their chance or are too old, those that hadn’t found their unbeatable yet or those who were sitting idle. We worked with grassroots partners enabling us to engage with our youth communities on the ground, whilst also connecting with top athletes and ambassadors to bridge these worlds.

Throughout the development we considered what it could mean for this episode to exist as the first in a series…

Credits

Agency: Wieden+Kennedy London
Director: Dan Emmerson
Production: Somesuch + Anonymous