The objective was to create a film for H&M Sport that would differentiate H&M Sport from other sport brands during the cluttered time of the Rio Olympics. We needed to find H&M’s own take and philosophy on sport.

This H&M Sport film, narrated by Caitlyn Jenner, is a celebration to all those who keep fighting no matter what challenges they might face. We see Mike Coots, who has returned to his passion of surfing after losing one of his legs in a shark attack; we see Cuban female boxer Namibia Flores who is fighting against discrimination as well as economic challenges, we see Kings Cross Steelers, the world’s first gay rugby club, Chelsea Warner, world champion gymnast with Down’s syndrome, among others.

Each scene features a particular challenge, and as we end on Caitlyn Jenner, who we then see is the narrator, we understand that the entire story is also about her own personal journey to physically become the woman she is.

This is truly a film to salute every kind of victory.

The full film was launched on Youtube, and cut-downs have also been aired on TV across 60 markets. We have also worked together with blogs, influencers and magazines to further increase the reach.