Nike Recreates French Soccer Star Blaise Matuidi's Inspiring Journey

Uplifting Spot Celebrates a Cultural Influencer

By Alexandra Jardine. Published on Apr 07, 2016

Editor's Pick

In this uplifting spot from Wieden & Kennedy Amsterdam, Nike charts the journey of French soccer player Blaise Matuidi from wide-eyed kid to international superstar. The spot begins with a scene where the young Matuidi sees his hero, Nigerian player Jay-Jay Ochoka, scoring on TV. As he grow up, he's inspired to go on and train hard, transcending his background to become a sporting hero and cultural influencer himself. The soundtrack is a remix of Earth Wind & Fire's "Shining Star," by Sebastien.

David Smith and Craig Williams, W&K Amsterdam Creative Directors, said: "Blaise Matuidi is an infectious footballer, his style and swag, on and off the pitch, has made him a beacon of French popular culture. Just google "charo life" to feel the Blaise effect."

The spot is running on TV in France and will roll out globally via digital channels. It was directed by Fleur + Manu through Division Films.

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Apr 07, 2016
Wieden & Kennedy Amsterdam
Senior Brand Communications Director:
Ed Collin
Brand Communications Director:
Nick Kettelhake
Executive Creative Director:
Eric Quennoy
Executive Creative Director:
Mark Bernath
Creative Director:
Craig Williams
Creative Director:
David Smith
Art Director:
Sebastien Partika
Edouard Olhagaray
Head of Broadcast Production:
Joe Togneri
Broadcast Producer:
Elissa Singstock
Creative Planner:
Stéphane Missier
Communications Planner:
Josh Chang
Digital Strategist:
Greg White
Group Account Director:
Kathryn Addo
Account Director:
Tim Ryan
Account Manager:
Jorge Fesser
Project Manager:
Loes Poot
Business Affairs:
Kacey Kelley
Film Production Company:
Division Films
Fleur and Manu
Director, Photography:
Steve Annis
Jules De Chateleux
Executive Producer:
Jules De Chateleux

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