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Nike: Made in South East London

19/05/2020
Advertising Agency
London, UK
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Insight

Many pro footballers, including England international Jadon Sancho, honed their on-pitch creativity in the tough city streets and cage pitches of their youth.

In those urban areas, adversity is rife and opportunities don’t come easily, so it’s vital to give back to and inspire the community to reach their potential.


Idea

Give South London kids a sanctuary to play football in a welcoming environment.

Developed in the heart of South London where Jadon took the first steps of his ascent in the game, the new pitch was designed to reflect Sancho’s style of play and personality – vibrant, bold and daring. The pitch launched with his return to the park where he once played as a youngster, at a one-off football tournament to excite and inspire the community.

Partnering with local club Lambeth Tigers, the regenerated pitch will enable year-round football programming and regular opportunities to more than 300 young players in the community through coaching, workshops and training.


Impact

A permanent place for the community of South London to help make sport a daily habit. A legacy for one of English football’s rising stars.

Jadon’s profile raised with the launch film viewed by more than 500K people in the first 24 hours and followers of his Instagram profile increased by more than 600% over the two day launch.

About AKQA UK

AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.

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