CASE VIDEO
BACKGROUND
BACKGROUND
Nissan believes in making experiences accessible for all, so has long supported inclusivity in sports. Through their ‘Possibilities Project’ they use their technologies, resources and expertise to help create more opportunities for people from underrepresented communities.
PROBLEM
Many people still face barriers to accessing sport. With even the major events failing to be truly inclusive - From cancelled Paralympic events, limited spaces for disabled athletes in running competitions, through to ongoing homophobia in professional football, it was clear more needed to be done.
IDEA
Determined to lead change, Nissan challenged their brand ambassadors, British Paralympic gold medallist and marathon world record holder Richard Whitehead MBE, alongside LGBTQ+ advocate and broadcaster/DJ turned marathon runner Adele Roberts to explore true inclusion in sport. Their journey took them from Formula E to equestrian, football, and running - culminating in the creation of ‘Run to the Future’, the most inclusive running event ever organised, held at the iconic ‘Queen Elizabeth Olympic Park’ in London.
The entire process was documented in a three-part Prime Video series, ‘Dare to Defy’, released on International Day of Persons with Disabilities, highlighting the need for inclusivity in sports for all.
EPISODES
Episode 1 ‘Reinvention’
Richard visits a leading Formula E team to see how motorsport technology can empower the disability community. He meets Abi, a young wheelchair user with a love for racing, who’s given the chance of a lifetime to drive an all-electric race car. As she faces the thrill of the Formula E World Championship finale in London, her journey becomes one of courage, resilience, and redefining what's possible.
Episode 2 ‘Taking Control’
Adele visits Manchester City’s ‘City in the Community’ team and LGBTQ+ supporters’ group, ‘Canal Street Blues’, uncovering how they’re breaking barriers in football. She meets Liv, who’s given a rare chance to demonstrate the club’s commitment to allyship - a moment filled with pride and significance. Featuring England captain John Stones and former players Izzy Christiansen and Zander Murray.
Episode 3 ‘Making it Happen’
In the final episode, Richard journeys to Japan to witness a groundbreaking Tokyo race for visually impaired runners, while Adele learns more about the debilitating effects of non-visible disabilities. With 'Run to the Future' approaching, he and Adele rally communities from all backgrounds in a race against time. Will their passion and perseverance be enough to create the most inclusive run yet?
SERIES TRAILER
TWITCH WATCHALONG
ADVERTORIAL
The Power of Technology
Episode one explores how Nissan are making excitement possible for all. Through our Possibilities Project, we're using our technologies, resources, expertise, and working with partners like the Richard Whitehead Foundation and Sported to create more opportunities for people from underrepresented communities. Watch our behind-the-scenes video to learn more.
Creating Safe Spaces
Episode two highlights the importance of allies and safe spaces in sport. Nissan’s Possibilities Project is proud to partner with LGBTQ+ advocate Adele Roberts and organisations like Manchesters' City in the Community charity, helping break down barriers to participation in Greater Manchester. Watch our behind-the-scenes video to learn more.
Run to the Future
Episode three sees Richard and Adele work to create their own inclusive running event, drawing on their experiences with Nissan’s involvement in the TCS London Marathon and AJ Bell Great Run Series. ‘Run to the Future’ reflects Nissan’s Possibilities Project commitment to inclusivity for everyone. Watch our behind-the-scenes video to learn more.
