In 2016, Nike decides to re-connect with its fans and its history and launches the production of the documentary Ballon sur Bitume (Concrete Football), a 55-minute deep dive into street football culture.

Welcome in a world where trash talk and generosity stand alongside, where the border between success and failure lies in the style more than in the score and where dress code and competences on the pitch are of equal importance. Wether it is in Paris or the suburbs, the only truth is on the pitch and in your capacity to stand out.

Concrete Football gives voices to the ones who forge this culture: internationally known players (Riyad Mahrez, Serge Aurier, Mehdi Benatia, Ousmane Dembe?le?...), rappers (MHD, Niska and Gradur...), players of the international futsal team (Adrien Gasmi, Landry N’Gala, Kevin Ramirez), amateurs players, fans coaches... all those who make this culture live in the « quartiers».

An avant-premiere showcased the film to the press and to 700 people, with the intervention of the film protagonists. The film was then posted on our urban culture media partner's website (100,000 unique visitors per month). In addition, short extracts dedicated to each of the influencers that appear in the film were posted on their social media accounts. In September 2017, Netflix purchased the film to be available worldwide on 150 countries covered by the entertainment platform.

More than 700K views on YouTube and 500K views during the first week. More than 110K shares on Facebook. A large media covering by TV and printed press, both in generic and specialized press: Europe 1, So Foot, The Guardian, Fast Company, Shoot Online, France TV, Time Out, L'Equipe 21, Les Inrocks, RMC Sport, The Huffington Post, Clique.

"At last, a sincere and honest documentary about the reality of the suburbs", Booska-P;

"The football we love: free and technique. 100% pleasure", So Foot;

"A touching documentary that shows all the beauty of football", Les Inrocks;

And last but not least, the documentary has been bought by Netflix to be broadcasted internationally. It is available in 150 countries since September 2017 and rated among the most successful content all categories in its first weeks.