STADIUM 'Plays New' with Nike to Redefine the Social Construct of the Modern Athlete

Nike's 'Play New' campaign has tapped stories of people around the world who are changing the face of their sport and redefining the social construct of the modern athlete. Wieden+Kennedy Portland subsequently engaged STADIUM, to profile three distinctly different athletes who all bring a different style within their respective sport.

Sha’Carri Richardson’s name came through STADIUM’s doors well before most of the world knew her. At the time, she was the fastest woman in America with a boisterous personality to match. STADIUM was enlisted to bring Sha'Carri's protagonist story to life, and given only 5 days to prep the production. The result is a high-energy film directed by Samy Mosher and photographed by Monroe Alvarez and Shannon Brown that celebrates Sha'Carri's unique style and attitude both on and off the track.

Next was Dylan Alcott, an Australian Paralympic Tennis gold-medalist . After spending a day together, STADIUM’s crew was left beyond inspired by his determination to become a trailblazer for disabled athletes of all communities. Produced out of STADIUM’s London office and directed by Giorgio Bruni, they spent time on and off the court with Dylan, who explained how seeing disabled sports in the media allowed him to attain his own athleticism. STADIUM London's Executive Producer Mickey Voak notes: “At STADIUM, we are proud to be a part of an industry and to partner with agencies and brands that seek to surface stories from communities who historically have not had the representation they deserve.”

Sky Brown was the third installment of the protagonist stories, and after snagging the bronze in the Tokyo Olympics this summer for Skateboarding, it's safe to say that she has already made a huge impact on the skate community despite being only 13. Against the backdrop of Venice Skatepark-- both her home turf and STADIUM’s backyard — we told Sky's story, highlighting her determination to push boundaries for young girls in sport around the world.

Wieden + Kennedy and STADIUM are no strangers to collaboration, turning around these productions quickly and effectively for Nike's sweeping Play New Campaign. "They are always ready, which is key on Nike" said Jake Grand, Wieden + Kennedy Nike EP. Just like the highlighted athletes, the teams behind this campaign thrive on the fast-paced challenges, leaving us wondering: what's next?