Fuel Your Imagination

Nike turns to long-form content for Olympic storytelling

The Nike-backed film focuses on the hopes and dreams of Olympic and Paralympic athletes

Georgie Moreton

Deputy Editor, BITE Creativebrief

Share


To inspire a new generation of athletes, a new film is being released that delves into the unique stories of Olympic and Paralympic athletes in the run-up to the games.

The 90-minute French language film, “Crois Pas Qu’on Dort” (‘Don’t Think We’re Sleeping’), has been developed and produced by We Are Pi with the support of Nike. The film tells the unique stories of three young French athletes in the lead-up to the Paris 2024 Olympics and Paralympics.

The film showcases the transformative power of sport and shows the profound impact that training for the games has had on the lives of the athletes featured.

‘Crois Pas Qu’on Dort’ follows the stories of Charles-Antoine, a runner with an intellectual disability who won Gold at the Tokyo Paralympics and Leyna and Maysane, French twin sisters and heirs to their Laotian-Algerian family’s very own taekwondo dynasty. The athletes were followed by a film crew over the course of five years, recording how their stories, their lives and their sporting achievements unfold over time.

The film shows the athletes at training and in their everyday lives, showcasing the power of sport and inspiring a new generation. The footage is raw and intimate, delving into the sporting dreams of the protagonists with the stories culminating at the Paris 2024 Olympic and Paralympic games.

The production for the film began over seven years ago and started with a casting process that consisted of interviewing and profiling over 500 athletes. Two directors, Nick Walters and Lou Marillier, an English and French director respectively, selected the young protagonists as they pursued their dreams. The crew followed the athletes closely, being granted unique access to their lives from their training camps to their school lives and family holidays.

The film was shot in 12 different countries around the world, by a 250-strong production team that included a range of under-represented film-making talent.

As part of the project, We Are Pi and Nike launched the Crois Pas Qu'on Dort Pledge, which will specifically recruit, train and develop under-represented filmmakers, to help develop their careers while also creating a crew reflective and representative of the communities in which the film was made.

“This is the most important story we’ve ever told of hope for a generation of outsiders and the power of sport to bring people together and overcome barriers,” explained Alex Bennett-Grant, founder and EP of We Are Pi and Pi Studios.

He continued: “Over 7 years from idea to release in theaters, this is also the longest project we’ve ever undertaken, leading to the most deep and trusting partnership with our incredible cast, directors and producers. Kudos also to Nike who funded the film then gave us the freedom to not only tell these true stories, but also support the launch with full entertainment force so it can move a lot of people.”

‘Crois Pas Qu’on Dort’ is indicative of a new era of sports storytelling, championing the journey as well as the outcome of competition and showing that the path to success is not linear. Aligning with Nike’s ongoing commitment to supporting athletes around the world, the film shows the power of sport and its ability to inspire.

The film will premiere at the La Grand Rex cinema in Paris in mid-January before a two-day release in French cinemas.

Nike_CPQD_FilmPoster_48-Sheet_v2.jpg
Nike_CPQD_FilmPoster_48-Sheet_v3.jpg

Related Tags

Sport Cinema