For young people with a migrant background wearing tracksuits, racial profiling is a frustrating, everyday reality that criminalizes them from a young age. In this environment, running isn't immediately viewed as "fitness".
If you run, you look suspicious.
The friction was figuring out how to introduce a performance tracking app into an atypical urban environment, addressing this grim social reality without making the brand feel heavy-handed, preachy, or victimizing.
To address systemic profiling, we didn't use heavy pathos — we used a certain lightness and a wink. We flipped a discriminatory police check into a gamified athletic competition.
When the police initiate a chase, our protagonists don't run out of fear; they run because they are passionate athletes using the officers as unwitting pacemakers to beat their personal bests in their Nikes.
We turned a disempowering everyday problem into a moment of defiant sportiness, culminating in the ultimate brand truth:
"We don't break laws, we break limits."
Successfully integrated Nike into a gritty, street-level reality, bridging the gap for a demographic that already authentically wears Nike lifestyle apparel.
Tackled a highly sensitive political topic (police profiling) through an empowering, culturally resonant lens that protects and elevates the brand.
balanced social commentary with commercial product integration.
| Production | Those Youngbloods |
| Director | Elias Ben Dahhou |
| Executive Producer | David Vorkauf |
| DoP | Wesley Williams |
| Editor | Tim Plaster |
| Line and Local Producer | Clémentine Buren |
| 1st AD | Benoit Fouassier |
| 2nd AC | Arno Polvent |
| 1st AC | Tsvetomir Loukanov |
| PA | Eva Obermüller, Philipp Kolodziej |
| Cast | Almamy Ba, Lisa Landro, Mouyad Chanfi, Nabil Drissi, Nassim Bouguezzi, Sofianne Auzannet, Yvan Sorel |
| Casting Director Assistent | Abigail Nkaly |
| Sound | Charlotte Bourlier |
| Sound Assistant | Alex Tornier |
| Hair & Makeup | Camille Ghilozzi |
| Stylist | Louis Guesdon |
| Styling Assistant | Mohamed Ali Ahmaidi |
| Gaffer | Christian Gruber |
| Electrician | Denzel Abdullah Anrchidine, Jona Bertrand |
| Location Manager | Romane Sachs |
| Location Assistant | Emma Iiorah ben david, Juliette Rey, Nemo Poiriez |
| Set Design | Lili Jeanne Benente |
| Security | JMC Films Services |
| Behind the Scenes Photos | Maka Kukulava |
| Music | Johannes Bauer, Moritz Peter |
| Sound Design & Mix | Moritz Peter |
| Foley Artist | Elias Gürtler |
| Foley Recordist | Jan Heitland |
| Vocals | Karolin Gärtner |
| Grading | Ruth Wardell |
