I was tasked to create a campaign of socially sharable and authentic storytelling that will resonate with BIPOC woman athletes. “Play New” is a new way of how Nike will show up and behave, inside and out. It’s our North Star. From the stories we tell, to how we tell them; from the footage we capture and how we capture; it should feel and be new for Nike. Let’s play new for this piece of work and we’ll actually create it. Changing anything, changes everything.
It’s about what happens when you get outside your comfort zone and take a leap into the unknown. When you do something you’ve never done before. When you go a place you’ve never gone.
This campaign follows an intimate lens on four protagonists across Toronto. Through these four narratives, we have a diverse palette of different dimensions of individuals - celebrating their journey with sports. We follow these athletes in their stories of personal change to changing the world around them. By having an open conversation with these athletes, we aim to find a narrative that isn't typically explored through sports.
A unique story that is defined by the diverse tapestry of dimensions from each individual. We intentionally paired each athlete with a director of similar cultural background to facilitate a comfortable space for each individual to share their authentic experiences. Sports have played a huge part in their personal growth and the community around them.
A unique story that is defined by the diverse tapestry of dimensions from each individual. We intentionally paired each athlete with a director of similar cultural background to facilitate a comfortable space for each individual to share their authentic experiences. Sports have played a huge part in their personal growth and the community around them.
CAMPAIGN
KONATSU YAMASA
"Competing in break dancing as a woman is challenging. There are fewer opportunities for b-girls to compete, and the moves are different because the bodies are different." But that didn’t stop her from pursuing the not-so-traditional career in dance.
Konatsu is a dancer in constant competition with herself, always prepared to take on new challenges in the name of growth. Konatsu has made a name in the breakdancing realm by taking risks and finding new ways to move as a b-girl. When asked what motivates her, without pausing, she says "other b-girls". Konatsu and b-girls around the globe have taken on the enormous task of interpreting and elevating the athletic dance form on new bodies.
For her, passion for the artform knows no borders. Instead, dance is a perfect medium to communicate and connect with people from around the world.
PLAY NEW
LESLEY HAMPTON
Today, Hampton is a team player through and through. Her designs form at the intersection of her Third Culture upbringing and her exploration into her own Indigenous identity. You can see this in the shapes she creates, and the materials she works with. Ask her who she does it for, and she’ll tell you it’s to uplift her communities. Lesley talks about her work as if she plays for a team. She describes how, when playing to her strengths as a creative, there is the potential to elevate more voices and more bodies, who have been left out of sport and fashion for too long
“I want to see more bodies like mine take up space in the fashion industry so together we can push and inspire the next generation.”
PLAY NEW
JENNIFER LAU
Jenn attended university with a plan to study business, and later pivoted to fashion. She turned her passion for health and fitness into her day job, and started personal training. A proud Chinese-Canadian, Jenn recalls her parents not quite understanding the career course change. “5 years ago, my mom was still telling me to find a full-time job with benefits. I was like… Mom I own a business.” Suffice it to say, after seeing their daughter appear on billboards and in the news, they understood her vision. Today, Jenn’s mom can be seen in the front row of every event, seminar, or experience cheering on her powerhouse daughter.
Starting out in the industry, Jenn recalls that there were few women in the profession that looked like her. In the years since, she’s found her strength in a male-dominated field and made a name for herself by creating community and opportunity for women just like her. While many athletes point to their competitive spirit for their success, Jenn, spoken like a trainer, believes it’s about a commitment to building one another up.
PLAY NEW
KADEISHA BUCHANAN
Born to Jamaican immigrants, Kadeisha was raised across the GTA, living in Mississauga, Brampton, and Toronto. Growing up with 11 siblings, Kadeisha has been on a team since birth, and family is the top priority.
Her first memory of soccer stems from childhood. Kadeisha would attend her father’s soccer games and run along the sidelines, following him up and down the field. The roles reversed as she grew up. Kadeisha shined as the star on the field with her dad on the sidelines guiding and cheering her on as her coach.
Kadeisha’s love for her family is what drives her successes on the field; ultimately allowing her to provide for her family off the field and create stability for future generations to come. “Through life’s challenges it’s all about devotion. The devotion is bigger than me and it’s all about my family”.
PLAY NEW
JORDAN SOOK
Growing up playing basketball and rugby, Jordan’s curiosities in the arts also began early when his mom introduced him to artists like David Kibuuka as a child. The self-taught artist found parallels to sports when he began pursuing art full-time in his early twenties. The artworld is competitive. Taking disciplines learned in sports, Jordan strategizes with a team of people to successfully bring his visions to life. For Jordan, running in the morning grounds him and allows him to create ideas for his art that are always his own.
Jordan uses running as a means for solitude, an escape to free his mind and give space for possibilities of the future. Making his way through his west end neighbourhood and along the waterfront, Jordan throws on Toro Y Moi, Kanye West, and many other artists to get into stride. Whether it’s pounding the pavement or working on a piece of art, his routine to get up early, lock-in, and repeat tasks over and over again unleashes an endless imagination. Jordan swears "once you get in a rhythm, it can take you anywhere."
Directors: Kevin Lien (Konatsu Yamasa), Jimmy Vi (Jenn Lau), Jon Elliott (Lesley Hampton), Kelly Fyffee-Marshall (Kadeisha Buchanan), Zamour Johnson (Jordan Sook)
DP: Alim Sabir (Konatsu Yamasa, Jenn Lau, Lesley Hampton), Ashley Iris Gill (Kadeisha Buchanan) Justin Manabat (Jordan Sook)
Production: Mad Ruk
Creative EP: Rey Mendoza
Head of Development: Abby Albino
Director of Development: Damien O’Neill
Production & Post Supervisor: Meika Wagner (Konatsu Yamasa, Jenn Lau, Lesley Hampton), Eric Thompson (Jordan Sook, Kadeisha Buchanan)
Producer: Jeff So (Konatsu Yamasa, Jenn Lau, Lesley Hampton), Sise Drummond & Mica Daniels (Jordan Sook)
Colour by Art Jail
Colourist: Kevin Wu
Music and Sound Design: Conrad Hendrickson
Location Sound: Conrad Hendrickson
Photographer: Luna Khods (Umair & Mau)
BTS: Phil Harris