Back in 2018 Pew Research found that 90% of teens in America are gamers. Since then it’s grown. Those 17 year olds are now 21 and making the adult decision of where and how they want to spend their money.

Nike has shifted their brand from a purely aspirational, elite athlete brand to a more wholesome and caring brand. With brand films like Play New, it’s clear that no matter who you are or how good you are at sport, it’s about getting out there and enjoying it.