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Nike's new ad captures the diverse heart of London—with one glaring omission

Nike’s new ad captures the diverse heart of London—with one glaring omission

Nike’s newest ad is garnering lots of praise for its fun, frenetic depiction of London life as experienced by the city’s young athletes—as well as a bit of criticism.

Called “Nothing Beats a Londoner,” it cuts quickly back and forth among the trials London’s residents endure, and scrappily overcome day after day, for their sports, whether football, tennis, boxing, skating, rowing, or something else. The energetic and frequently funny ad shows young Londoners contending with long commutes, rain, wind, and other hardships as they cross through neighborhoods from Peckham to Dalston, and it has drawn a lot of appreciation from city residents who say the sneaker—ahem, trainer—brand nailed what it’s like to live in their city.

Key to that authenticity are the cultural beats Nike hits, such as the local references to spots like Morley’s Chicken, the music, the cameos from grime artists including Skepta and Giggs, and appearances by British athletes like Mo Farah and Harry Kane. The main stars, though, are 258 young Londoners that Nike used to put a spotlight on London’s “vibrant youth culture and inclusive sports community.”

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