We all know the story of the athlete as a modern hero: the shoe deals, the TV spots, the iconic face on the cereal box. But this project for Nike is about the unsung heroes – the athletes you don’t see in the big cover story, but that you recognize from the Sunday morning pickup game, or the bus stop in front of your building. The athletes who aren’t united by a big-ticket sponsorship or a world-famous franchise, but by a shared message – you can’t stop our voice.
To tell their story, we partnered with our longtime friends and collaborators, INDUSTRY, to provide creative production support on a multi-city shoot with a lightning-fast launch deadline. The aim of this project was one we could get behind: to spotlight the everyday athletes who were pioneering social change in their communities through sport.