Nike unite series#
Nike’s aim with 'Die Hitze von Neukölln’ was to fully understand the community it’s joining, stepping away from globally targeted content and working with creative agency Soursop to create a series that reflects the reality of the every day in the community. In cities like Berlin, gentrification is a common problem as the negative parts of it are often highlighted.
The audience is shown how sport has impacted the lives of young people and highlights the ways in which it can also help build community.
To do so we tell stories of our amazing store athletes* as they really are, stories of compassion, resilience, community and pride.” And rightly, they are fed up.” explained Lucas Funke, Creative Studio, Nike Berlin, “With the opening of the first Nike UNITE store in this district our aim was to become a true neighbour to the real people of Neukölln by changing the old narrative. Young Neuköllners still carry the weight of those outdated stereotypes. “Berlin’s most diverse, vibrant and intriguing district - Neukölln - used to be the poster child for failed integration, clan criminality and high unemployment in Germany. And, in the second the focus is on Büsra, a young boxer and capoeira fighter that since she was little she had confronted stereotypes often experienced by women and other minorities in sports. In the first episode, we meet Ali, an 18-year-old player, referee and coach who made it his mission in life to keep kids off the streets with football. The digital series is formed of two episodes released through Nike Berlin’s Instagram account and focuses on two young voices from the Berlin neighbourhood Neukölln - an area often negatively portrayed by German mainstream media due to its large non-white population and gang violence in the area. To celebrate the opening of the latest Nike UNITE store in Berlin the brand has created a new digital mini series, ‘Die Hitze von Neukölln’ celebrating the young community of Neukölln, Berlin and allowing young voices to reclaim their own narrative in one of Berlin's “most misunderstood neighbourhoods.” The series takes a positive look at the future of gentrified communities and neighbourhood growth, giving the young residents an opportunity to reclaim their own stories and consider the importance of the community and what it means to those who live and work there.
Nike UNITE stores do exactly this and are opening across some of the world's major cities the brand’s new concept stores aim to provide a space for communities to run activities and workshops that benefit locals as well as serving products tailored to the interests of the community. As the world reopens and shoppers return to their local stores, cultivating and celebrating community is becoming a growing strategy for brands to differentiate the in-store experience from the online one.
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