To coincide with the England and Manchester star’s 24th birthday and a new multi-year sportswear brand partnership, Nike saluted Marcus Rashford by unveiling a new football pitch and matching mural at his former primary school – Button Lane in Whythenshaw (South Manchester).
Officially opened on 3 November, the player led activation continues Nike’s existing relationship – which dates back to when he was just 11 years old – which will focus on to enabling youngsters to achieve their full potential.
Agency R/GA led the pitch refurbishment, mural creative and promotional shoot to spearhead the new ‘Nike x Marcus Rashford’ five-year partnership which launched at the place where it all started for him – Button Lane Primary school.
R/GA’s giant wall mural in the school playground marked the pitch opening and dedication. The mural itself is interactive: children and parents can scan parts of the wall to open recorded messages recorded by Rashford as inspirational messages to the kids about how he was once where they are now and how they can achieve their dreams in life too.
The initiative was promoted by video and imagery across both brand and player social channels as well as through a UK PR push and amplified by the school too.
Button Lane: the home of Marcus Rashford ♥️ pic.twitter.com/oRrZFZGoBP
— Marcus Rashford MBE (@MarcusRashford) November 4, 2021
Button Lane: the home of Marcus Rashford ♥️ pic.twitter.com/oRrZFZGoBP
— Marcus Rashford MBE (@MarcusRashford) November 4, 2021
This extended partnership will see Nike work with Rashford on long-term projects to help kids overcome barriers and create pathways to success through the power of sport and the opening of the new pitch serves as the starting point in the cause and community focused player/brand tie-up.
“It’s important that any community initiative I embark on begins where it all started for me, South Manchester,” commented Rashford at the opening. “In communities like Wythenshawe, at schools like Button Lane where a high proportion of children are on free school meals and budgets are small, it feels great to be able to give so many something to smile about. To bring everyone together. To remind these children that I had a dream once and that dream came true. I’m excited to build upon today with NIKE and have no doubts that together we can make a real difference.”
The initiative was created by a team at R/GA which included Design Director Oriana Gaeta, Associate Creative Director Sami Kimberley, Senior Visual Designer Charlie Green, Programme Manager Gretel Oehme, Regional Group Director Rob Kent, Senior Producer Shadia Khalfan, Senior Art Director Rob Watts and Strategy Director Anna Bulman.
Comment
With his ‘Search On‘ work for Google, his Marcus Radishford ad for Aldi and BT’s book-based ‘Hope United’ extension it is turning into something of a Marcus Rashford Christmas in the UK.
The last two years have see Marcus Rashford become a sporting hero for the modern era: the embodiment of a modern-day role model – a star athlete who uses his platform to advocate for the rights of young people from communities similar to the one he grew up in. Through his work and campaigning he has driven genuine change: primarily in forcing the government to reverse its school meal cuts during the pandemic, championing reading amongst children through the lens of multiculturalism.
As for Nike, this November football field athlete activation echoes a similar initiative from September with Cristiano Ronaldo in his native Madeira.
Leave a comment
You must be logged in to post a comment.