Nike spins an everyday yarn

The zingy Nike spot was created in-house and helmed by Odelay Film’s Audrey Ellis-Fox, who’s known for her surreal cinematography and her mission to ‘unponcyfy’ fashion norms by eschewing the usual pouty, hip-swaying, hair-flicking models. 

Titled Concrete Runway, it celebrates the women's individuality as it follows them – almost literally – spinning around New York, going about ordinary tasks and having a giggle. 

Among the impressive list of women featured are the fastest woman in the world, sprinter Shar’Carri Richardson, footballer Margaret ‘Midge’ Purce and the body-positive model Diana Veras. 

Ellis-Fox commented: “The campaign was born out of a desire to tear down exclusivity in fashion. We set out to make a fun, fast-paced spot that pushes boundaries in self expression by showcasing unexpected moments in everyday life that can serve looks. No matter where you are, anyone can steal the show on the concrete runway."