The second episode in Nike’s ‘HOME’ documentary series, a platform for championing stories about how sport is a powerful refuge for displaced athletes, sees the sportswear behemoth link with athlete ambassador Alphonso Davies that challenges refugee stereotypes.
Launched ahead of Davies appearing in his first FIFA World Cup for Canada’s men’s national team and created with Dutch agency We Are Pi (which is behind the whole series), the film sees the Bayern Munich star talk about how he himself ‘found a sense of home, and purpose through sport’: from his first team in Edmonton (Canada) to the world stage with Bayern Munich (Germany) and the Canadian National Team.
Born in a Ghanaian refugee camp after his parents fled the Liberian civil war, Davies was five when his family moved to Canada where he first began playing football.
Titled ‘Home: Finding Our Place Through Sport – Future Movement | E2 Alphonso Davies’, the film debuted digitally on 27 October and sees Davies redefine the labels given to refugees and displaced communities and inspiring others.
“Anyone can become a refugee – it’s not something you choose,” said Davies. “You can’t give a label to a future that hasn’t been written yet.”
Nike’s HOME initiative sets out to ‘empower displaced athletes to find their place through sport’ and help them ‘find their people and their place’. The documentary series introduces athletes and community initiatives redefining the outdated labels and unfair stigmas so often given to refugees and displaced communities and to ‘inspire the next generation to chase their extraordinary futures’.
As Nike’s initiative states: “Refugee. Migrant. Foreigner. All labels that will never define us. The HOME docuseries meets a host of displaced athletes and communities across the world who are using sport to help them find their place”.
The initiative’s first episode, which dropped across Nike online channels on 24 August 2022, saw the brand feature coaches Rascha and Manu who once found their place through sport at Berlin-based intercultural football league BuntKickGut, and are now paying it forward to the next generation of kids in the league.
The assets and executions also urge viewers to ‘discover more at Nike Give’: an ongoing commitment to support organizations that are using sport as a driving force for social and community based change at http://www.nike.com/give
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Previous Nike marketing initiatives with Davis include Episode 23 of its ‘What Are You Working On?’ series and Series 11 Episode 10 of its ‘Paylist’ series.
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