72andSunny Takes Nike Football to the Next Level

published May 5, 2008
72andSunny Takes Nike Football to the Next Level
Take it to the next level is the challenge leveled in the new global football initiative created by 72andSunny and Nike to inspire, motivate and help footballers become better.

The cornerstone of the launch is a two-minute film � directed by Guy Ritchie through Anonymous Content � called The Next Level, which takes viewers literally inside the head of a rising football star competing against the world's top athletes and clubs.

"Taking your game to the next level is the obsession of every footballer, whatever your ability.

Our job is to provide inspiration to help them get there," said Glenn Cole, co-founder of 72andSunny.

"Helping Nike in its mission to be the number one brand in the world's number one sport is a great opportunity."

The two-minute film is shot from the POV of the player himself so the viewer experiences a life of success and failure, grit and glamour, plus the concussions, knocked-out teeth and rigorous training that come with the territory.

The hero, a star for his amateur club, is spotted by Arsenal manager Arsene Wenger and recruited to play against the world's best, including Cristiano Ronaldo, Zlatan Ibrahimovic, Ruud Van Nistelrooy, Ronaldinho and Wayne Rooney.