First stop: Soweto, an urban suburb in the city of Johannesburg. In the morning we stopped at a local high school where Nike was putting on an event, as part of their 'What's your Fight' campaign. The 'What's your Fight' campaign is Nike South Africa's translation of the Just Do It message from Nike, and it has resonated incredibly well with kid's in this culture. The students clearly face significant challenges to reach their dreams, but to their credit, they embrace these with open arms. After overcoming years of Apartheid, this culture is more than willing to address these difficult issues head on.
The speaker (captured below) had the kids fired up, as he shared his story of overcoming his jail experience to achieve his dreams.
We stood on the side and observed.
...
...
...
...
After the event, we had a chance to mingle with the students, and discuss what it meant to them.
...
...
...
...
These girls were fascinated by my digital camera, and we entered into a routine of taking pictures and then viewing it on the camera screen. This was the first of many.
The interest began to grow
...finally culminated w/ a large group thoroughly enjoying themselves
We then broke off into smaller groups to have a few more private discussions regarding what Football meant to many of the students who played at the school. Meeting their families and seeing where they lived was definitely an eye-opening experience.
...
We engaged in about a 1 hour discussion regarding the student's football life, and tried to understand how he engaged with the sport.
He was a little shy at first, as I'm sure this scene must have been intimidating for him.
Andrew found a friend, and was busy entertaining.
..and you can see why, given the face of this little girl in a Nike hat.
This photo was from another one of the smaller groups.
...
...
...
...
...
..and absorbed
It was great to see the Nike message resonate in this foreign land, in a unique and exciting way.
...
After the event, we had a chance to mingle with the students, and discuss what it meant to them.
...
The majority of students would come up and ask, "What is your fight?". I had never really thought of this before, but it was great to engage in this type of conversation with South African high schoolers. It helps you realize the positive impact a Brand like Nike can have. 
...
...
...
With these two personalities, I would love to have been a fly on the wall for this conversation.
Nike was well-represented throughout.
...
These girls were fascinated by my digital camera, and we entered into a routine of taking pictures and then viewing it on the camera screen. This was the first of many.
The interest began to grow
...finally culminated w/ a large group thoroughly enjoying themselves
We then broke off into smaller groups to have a few more private discussions regarding what Football meant to many of the students who played at the school. Meeting their families and seeing where they lived was definitely an eye-opening experience.
We engaged in about a 1 hour discussion regarding the student's football life, and tried to understand how he engaged with the sport.
He was a little shy at first, as I'm sure this scene must have been intimidating for him.
Andrew found a friend, and was busy entertaining.
..and you can see why, given the face of this little girl in a Nike hat.
This photo was from another one of the smaller groups.
The next few are from Bert, Cyril and Joaque's group.
...
...
...
The ever-present SWOOSH!
The SA culture has clearly embraced the sport.
No comments:
Post a Comment