Nike released a documentary-style ad featuring footballer Alphonso Davies to end the stigma around refugees. Davies’ parents took refuge in Ghana to flee the Liberian civil war in the ‘90s, eventually finding a home in Canada. The young refugee followed his dream to become a footballer, and reached the top professional level, now playing for the German club Bayern Munich. Nike’s video “Finding Our Place Through Sport” intends to send the message that the status of refugee is “not something you choose.” Nike’s campaign is very timely, as the migrant crisis intensifies in Western Europe, and with the FIFA World Cup just a few days away. Gen Z and Millennials in Western Europe love anything sports-related (football especially), more so than their NA counterparts. Plus, as YPulse told you, Nike is young Europeans’ favorite American brand, and how they feel a deep sense of connection and belonging with the brand. (TheDrum)
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