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Volume 10 No. 26
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Nike Releases 'Smile' Video Paying Tribute To Distance Runner Mo Farah's Career

Nike "paid tribute" to the career of British distance runner Mo Farah by hiring agency Wieden+Kennedy to produce a "short video celebrating the sacrifice and mindset required to go the pace on the running track," capped by an "unbeatable smile," according to John Glenday of THE DRUM. Farah is "best known for his Mobot celebratory hand gesture after sweeping all before him on the track." Nike's tribute documents "the sweat and sacrifice born of the grueling training regimen necessary to get Farah over the line." Set against a backdrop of Farah's London upbringing, the film "illustrates the grit and determination" which belie Farah's "smiley" demeanor, with spoken word artist George the Poet offering an "accompanying audio tribute." Smile was directed by Mark Zibert and produced by Rogue Films (THE DRUM, 8/10).