No Pride No Sport

Agency: Soursop


Nike social films show that Pride is for life - not just for June... underlining the importance of queer storytelling all year through

Amsterdam-based creative agency Soursop’s latest work for Nike is underscoring that Pride is for life - not just for June - in a joyful social campaign that celebrates both the pivotal role that sport plays in creating queer joy and the way LGBTQIA+ athletes are redefining the future of sport.

Directed by queer writer-director Abel Rubinstein - best known for critically-acclaimed ITV series Life in Love - No Pride No Sport is made up of two 60-second films following LGBTQIA+ athletes in European capitals. Shot in 9:16, the films mix native content, live action and archive footage for a fresh, fast-paced and inclusive feel to match the subject-matter.

The first episode, set in Berlin, introduces Jarred and Hany, two teammates from the Joy Run Collective - a local LGBTQIA+ initiative for women of colour and their allies to run, support and socialise together.
“It’s so important to claim your space in this world, but also to share the space with other people.” Hany

More about the Joy Run Collective’s story on Nike’s website here

Meanwhile, the second episode focuses on Léone and Yassin, two Nike trainers from queer-friendly fitness studio, KAH, in Paris, and how their personal growth within sports has helped them discover their true identities.
“As queer people, we should strive each day in society to be even more assertive, more self-confident.”

More about this story on the Nike website here

The campaign underscores agency Soursop’s continuing commitment to representative filmmaking - having been created and produced by a team with strong LGBTQIA+ leadership including Soursop’s creative director Fran Marchesi, director Abel Rubinstein and DoP Jack Hamilton. Together they were conscious about articulating the story through an authentically queer lens.

This professional campaign titled 'No Pride No Sport' was published in Netherlands in July, 2023. It was created for the brand: Nike, by ad agency: Soursop. This Integrated medium campaign is related to the Sports and Sportswear industries and contains 2 media assets. It was submitted 11 months ago.


Agency: Soursop (Amsterdam)
Director: Abel Rubinstein
Production Company: Bullion Productions (London)


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