World Championship2018

A new generation inspired Nike to create a “Never Ask” campaign

The first of a series of films tells the story of the country’s best striker Fedor Smolov. His career was not always successful, but even the long-running goalless series did not prevent him twice in a row to become the best scorer of the Russian championship, despite the doubts and comments of others.


“If you ask, you will often hear the word” never “. As a football player, I constantly come across other people’s opinions and critical assessments of my game. Listening to other people’s advice is important, but more importantly, listen to yourself. In the end, the voice in your head is the most important and decisive “

– says Fyodor Smolov.

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