Raheem Sterling's roots in the new Nike campaign

Nike and Raheem Sterling launch a campaign which launches a series of initiatives dedicated to Brent, the district where Sterling grew up. Brent is a the North-West side of the English capital, generally poor and destination of many immigrant families, such as that of Sterling, which is Jamaican. Nike's 'Don't Just Dream for You, Dream for the Next You' highlights the inspiring story of Manchester City winger Raheem Sterling, Citizens and England's symbol, with 16 goals and 5 assists this season, who will be in the National Team that will take part to Euro2020. The video tells the story of Sterling, from the London borough of Brent to the 50 caps for England, passing through the two Premier League titles by 24 years old. He wasn't expected to influence and inspire the next generation. Sterling has become an icon and an authentic source of inspiration for kids who dream of playing at Wembley.

In partnership with Nike, Sterling is paying it forward as the driving force behind Brent-based initiatives that will better serve young people in the borough. Alongside Brent Schools Football Association, Nike and Sterling will establish a team on the ground to set up coaching clinics for schools without coaches and, for a minimum of three years, provide support to the London Youth Games for a Brent Schools Football Association coordinator — reigniting the team that dared Sterling to dream. 

“Brent means everything to me — growing up there, having friends from different backgrounds, learning about different cultures and taking that with me," says Sterling. "It was always my dream to play in the Premier League, play for England, and I’ve always wanted to give back to the community that I grew up in and give them an opportunity. This partnership with Nike and Brent Schools Football Association is an opportunity for me to provide guidance and the right help so a lot of kids can have the same dream as me.”

'Don't just dream for you, dream for the next you' follows a clear trend of Nike, which in its recent campaigns often highlights the humble origins of its footballers, highlighting the close link with their roots. Nike's latest campaigns with Virgil van Dijk and Kylian Mbappé, for example, break with the past of footballers' collabos, getting closer to those dedicated to NBA players, where it is frequent to highlight their past and their path to the reach the top.