Nike – Emma Raducanu

Showing a totally new side to one of the UK’s biggest sports stars


Nike tasked Soursop with showing the world a different side of the teenage tennis superstar Emma Raducanu, in the lead up to Wimbledon 2022.

Our response was to create a mini documentary supported with a full funnel suite of assets across Nike socials, Nike Apps and Emma’s own social channels all with the purpose of showing a different side of Emma.

Shot in her hometown of Bromley, South London, we showed how Emma is attempting to let go of her innate perfectionism by re-discovering her love for thrill-seeking and family connection.

This fully editorial campaign embraces a new way of telling stories about athletes to younger audiences.