Across the globe, sport participation is on the decline for young people. Nike’s latest research found that traditional sport in its current form only appeals to 30% of kids, and 51% of girls drop out of sport by the age of 17. And according to the WHO, only 22% of boys, and 15% of girls, are meeting daily activity targets of 60 minutes.

Our objective was to inspire Gen Z to reconsider sport by showing them the more human, emotional side of sport that’s rarely seen in the mainstream.

Nike ‘HOME’ highlights the powerful role sport has played in transforming the lives of Europe’s displaced athletes. In this docuseries, we craft a deeper, more multifaceted, and more human narrative of what it means to be a displaced athlete in Europe.

In the first episodes, we follow the journeys of young coaches from BuntKicktGut, a Berlin-based intercultural street football league, and professional football player, Alphonso Davies. For all of them, in their own ways, sport has been a transformative space. The episodes, authentic and optimistically future-facing, show that sport is more than a game—it can help people find a home.

Our first two episodes had more than nine million views on YouTube, and episode two featuring Alphonso Davies generated the highest organic engagement rate on Nike’s YouTube channel during the campaign period.