Raheem Sterling reflects on London roots in latest Nike ad

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by Josh Peachey

Raheem Sterling, the England and Manchester City footballer, celebrates his London upbringing and endorses the next generation of British footballers in his latest Nike advert.

The 90-second spot, "Dream for the next you", was created by Wieden & Kennedy London and focuses on the London Borough of Brent where Raheem grew up.

The ad showcases both Sterling's path to stardom and the efforts by Brent Schools' Football Association to provide coaching clinics for schools and support to the London Youth Games.

The ad opens with Sterling saying: "The thing is, when you’re a naughty kid from Brent, you do things you’re not supposed to do," before talking about the trials and tribulations he faced before winning his first England cap at 17.

Last year, Sterling's vocal accusations of newspapers' racial bias against young black footballers earned him an advert with Nike, who continue to use social issues in their advertising.