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In its campaign film, Land of the New, Nike imagined all of the football pitches in the world stitched to one another to form a gigantic piece of land, where the new generation of players declared their independence from the old ways of the game. The film features a wide variety of athletes, from professional footballers like Marcus Rashford, Sara Däbritz and Richarlison, to JJ Roble, the UK’s first Muslim referee, and local football communities around Europe, like Alesia FC in France and Football Beyond Borders in the UK.