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Luvo jumped over his addiction with sport

Luvo jumped over his addiction with sport

We Are Who We Become

The video below is the story of Luvo, a near-to professional long-jumper. In his teens Luvo has been supported by a non-profit organisation specialising in community development through sport and recreation. Especially in those days when he struggled with a growing addiction to drugs they helped him in staying true to his ambitions.

It is one of five portraits in this new campaign from Right To Play. All five sporters had their struggles, life has not been an easy road. But they managed to come out stronger. And sport played a major role in that. We Are Who We Become is about how sport unites young people around the world and helps them build their future. The five video portraits are like Nike commercials but even more powerful by the stories of the athletes.

We Are Who We Become was created for the ‘Sport for Development program’, an initiative by Right To Play, KNVB WorldCoaches and International Sports Alliance, in collaboration with the Dutch ministry of Foreign Affairs.

Read this post in Dutch on

Below the campaign video:

Wieden + Kennedy
Additional credits:
Produced by director Nanno Jiskoot

All credits here.

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