If Sport is a Game, Shouldn't it be Fun?

70% of kids drop out of sports by age 12. Why? Because they're not having fun. Parents and coaches have prioritized winning at all costs. At the 2024 Olympics, while Nike was telling the world that "winning isn't for everyone", we wanted to remind kids that you first need to have fun to have a shot at winning at all. And we did that by turning the usual trope of gritty sporting advertising on it's head. This was shot by the incredible Jovan Todorovic of Smuggler on 35mm film. Music by Pharrell.

Augustus Sung is a multi-disciplinary 
Creative Director and writer 
currently based in New York.

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