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Nike's first refugee athlete stars in new campaign

Nike's first refugee athlete stars in new campaign

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Sportswear giant Nike is collaborating with the Olympic Refugee Foundation (ORF) to help displaced people find community and a sense of belonging through sport. As part of the campaign, it has signed boxer Cindy Ngamba to join its athlete squad. 

Ngamba is the first member of the IOC Refugee Olympic Team to be sponsored by Nike.

Both the ORF and Nike aim to provide access to more inclusive play and sport environments that support greater confidence and overall mental health, particularly for women and girls, through the ORF's Terrains d'Avenir programme in Paris.

Don't miss: Interview: Marketer Matthew Li on how to seize content opportunities for Paris Olympics

Through this collaboration, Nike will also provide kit support for the IOC Refugee Olympic Team and the Refugee Athlete Scholarship Programme, managed by the ORF.

As part of the collaboration, Nike released a short film that begins with an athlete in a locker room saying, “you ask me where I’m really from, I’ll tell you where I’m really from.” 

The film features various athletes from the IOC Refugee Olympic Team who say they are from the mat, the track, the ring and have come from losing their country but the world should look to where they are going next.

By showcasing various clips of the team’s talent and ability, the short film highlights that one’s past does not define them but their resilient spirit and unbridled determination towards their future is what matters.

"Being refugee athletes, we are like any other athlete. The only difference is that we have a different paper or different citizenship", said Ngamba.

Ngamba, who joined Nike’s athlete squad in March, left her birth country of Cameroon at 11 years old. She now resides and trains in the United Kingdom, where she is a three-time national boxing champion and a coach for young athletes.

 "The moment I realised boxing can change my life was when I first stepped inside a boxing ring. I felt overwhelmed and at the same time excited; that was the moment when I realised I was made for this,” she added.

“Nike is pleased to partner with Cindy and champion her on her sport journey, mirroring the brand's support for the broader refugee community,” said Nike in a statement.

With the Paris 2024 Olympic and Paralympic Games being two months away, brands are gearing up to be a part of the celebration of athletic skill which will be watched by many around the world.

This year, luxury conglomerate LVMH was appointed as the premium partner of the Paris 2024 Olympic and Paralympic Games where artisans from the group will be entrusted to contribute their creativity, craftsmanship and sense of French art de vivre to this celebration of high-level sports.

The roles include the design of the Olympic and Paralympic medals by jeweller Chaumet, the provision of Moët Hennessy wines and spirits to guests as part of the hospitality programmes during the games and beauty retailer Sephora will be sponsoring the Olympic torch relay, according to a statement by the brand at the time. 

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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