May 19, 2021
Nike has linked with UK commercial broadcaster Channel 4 for the first time for a
documentary about how a young Londoner used sport to conquer his fears.
Nike Creative Studio and the Wieden & Kennedy London agency came up with a 22-minute film that’s appearing on Channel 4 and All 4, with excerpts running during commercial breaks.
The film, called New Heights, charts the story of Tu’Shea, a young carer faced with self-doubt who aims to build his confidence through a 30-day challenge.
Channel 4 said: “Tu'Shea has struggled with self-doubt his entire life. Now he's taking on a challenge to conquer his fears. He has just 30 days to find his confidence. If he succeeds, his life could change forever.”
Also involved are leading athletes such as Adebayo Akinfenwa, heptathlete Katarina Johnson-Thompson, Gloves Not Gunz coach Precieux Noka and diving coach Sam Buck, all of whom mentor him.
There’s also music from UK creators such as Little Simz, Riz Ahmed and High Contrast featuring Kae Tempest, and Star One.
The documentary is a strong reflection of Nike's new global platform, Play New, and sums up key trends in sports marketing. The focus is less on elite athletes winning titles, medals and trophies and more about ‘ordinary people’ conquering their demons and using sport to gain strength — emotional as well as physical.