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Community inclusion is crucial within a retail environment, and it’s a key strategy in the partnership between Nike and Sports Direct. This illustration was created by the artist Billie J. The slogan ‘Just Do it’ is synonymous with Nike. Billie J added an authentic London flavour to it by filling each letter with pen and ink illustrations that pay tribute to an authentic and eclectic mix of London’s famous attributes. The overall effect is an artwork that is inspired by a multitude of London’s communities and ethnicities.