Nike Italy was witnessing a new wave of young players stepping up to replace the old guard. These players brought a fresh style of play, a powerful physical presence, and a bold disregard for tradition.

Originally planned as a series of newspaper ads, we shot powerful, classic portraits that captured their strength - but we couldn’t resist taking the campaign further. Super 8 footage added the perfect raw, authentic vibe. For the TV spots, we turned to street-cast voices, bringing a genuine energy that resonated during football shows across Italy.

And now, they’re all retired. Ouch.

Photographer: Robert Wilson
AD + super8 film: Ollie Watson
CW: Lorenzo de Rita
W+K Amsterdam