Nike’s Empowering Social Films Redefine Queer Storytelling in Sport | No Pride No Sport

No Pride No Sport: Nike’s Joyful Social Films Celebrate Year-Round Queer Storytelling and LGBTQIA+ Athletes.

Amsterdam-based creative agency Soursop’s latest work for Nike is underscoring that Pride is for life – not just for June – in a joyful social campaign that celebrates both the pivotal role that sport plays in creating queer joy and the way LGBTQIA+ athletes are redefining the future of sport.

Directed by queer writer-director Abel Rubinstein – best known for critically-acclaimed ITV series Life in Love – No Pride No Sport is made up of two 60-second films following LGBTQIA+ athletes in European capitals. Shot in 9:16, the films mix native content, live action and archive footage for a fresh, fast-paced and inclusive feel to match the subject-matter.

The first episode, set in Berlin, introduces Jarred and Hany, two teammates from the Joy Run Collective – a local LGBTQIA+ initiative for women of colour and their allies to run, support and socialise together.

Says Hany:
“It’s so important to claim your space in this world, but also to share the space with other people.”

Meanwhile, the second episode focuses on Léone and Yassin, two Nike trainers from queer-friendly fitness studio, KAH, in Paris, and how their personal growth within sports has helped them discover their true identities.

“As queer people, we should strive each day in society to be even more assertive, more self-confident.” Says Léone

More about the Joy Run Collective’s story on Nike’s website here
https://www.nike.com/nl/en/a/joy-run-collective

Credits:
Brand: Nike
Campaign: No Pride No Sport
Agency: Soursop (Amsterdam)
Director: Abel Rubinstein
Production Company: Bullion Productions (London)