Sports titan Nike has launched “The Land of New Football,” a film that seeks to capture a new manifesto: creating a world in which all people are included in the game of football. “The sport’s future is full of talent, stacked with players who bring incredible skills to the game,” the brand said in a statement. “It’s inclusive, open to all backgrounds in support of young players finding joy in the sport. It’s aware of the power of collective work against systemic obstacles.”
To bring this message to life on screen is Marcus Rashford, the breakout star for Manchester United. Rashford, in 2016 at the age of 18, became the youngest English player to score in his first senior international match. He’s had a fairly long-term relationship with Nike, starring in some of the company’s biggest ads of the last couple years.
Created by Nike’s agency of record, Wieden+Kennedy, the film is part of the brand’s “Play new” campaign, which encourages people to discover and engage in sports in new ways. The campaign debuted last month with an upbeat spot that champions “giving it your all… even though you kind of suck,” and features athletes including British sprinter Dina Asher-Smith, paralympic track and field medalist Blake Leeper and American basketball player Sabrina Lonescu, alongside Spanish pop star Rosalía.