IOC Refugee Olympic Team Embody Resilience and Determination for Nike

100% launches its latest work with Wieden+Kennedy Amsterdam, ‘Watch Where We’re Going’. The film for Nike x IOC Refugee Olympic Team shifts the narrative surrounding refugee athletes, spotlighting their resilience, hard work and athleticism as they show up ready to take on the best in the world.

Wieden+Kennedy Amsterdam and 100% worked with Nike, who are the official kit supplier to the IOC Refugee Olympic Team, to introduce the athletes to the world stage. To do just that, the team created a global campaign that hones in on the unfair truth that refugee athletes are often defined by their past experiences, and shifts to a hopeful future looking narrative focusing on their sporting ability. 

Whether you’re a spectator, a fellow athlete or a rival, this message behind this campaign is born from a human experience felt and known by many. ‘Where am I really from?’ is a loaded question that can undermine and harm the person asked it. The campaign took ownership of this question and answered it in a way that puts the athlete’s abilities in the spotlight. They might not all be from the same place, but they’re all from the same unrelenting desire to never give up – a tenacity that separates Olympians from every other athlete.

The anthem film features four members of the IOC Refugee Olympic Team – boxer Cindy Ngamba, judoka Mohammad Rashnonezhad, cyclist Eyeru Gebru and 800m runner Perina Lokure Nakang – and puts their resilience, hard work, and athleticism at the centre of the conversation, showing the world that this is a team defined by what they do and where they’re going.