AMSTERDAM, NETHERLANDS — Amsterdam-based creative agency Soursop’s latest work for Nike has underscored 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 the 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 color and their allies to run, support, and socialize together.
“It’s so important to claim your space in this world and share the space with other people,” Hany said.
Meanwhile, the second episode focuses on Léone and Yassin, two Nike trainers from the 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,” shared Léone.
The campaign has underscored 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.
CREDITS:
Agency: Soursop (Amsterdam)
Director: Abel Rubinstein
Production Company: Bullion Productions (London)
