Grenfell Athletic FC, Kitlocker and Nike Call on You to Be a Dream Carrier

An emotive ad voiced by rapper AJ Tracey that captures the hopes and dreams of young people from the estate surrounding Grenfell Tower is being released today, as its creators call for the ad industry to buy shirts and help keep the dreams of these young people alive.

Dream Carriers is an 85” spot advertising the new Nike kit for Grenfell Athletic FC, the football team set up for the survivors, bereaved and wider community of the 2017 Grenfell Tower fire. It includes an inspiring voiceover from AJ Tracey, the rapper, songwriter and producer who grew up in nearby Ladbroke Grove. It will run on digital channels from today, Monday. 

The shirt, which will be worn by Grenfell Athletic men’s and women’s teams, carries drawings of the dreams and ambitions of the community’s young people.

In the film, created by Brothers and Sisters - who also designed the shirt - and directed, animated and produced by Electric Studios, the same young people express their big dreams and aspirations, in the face of the insight that young people from less privileged backgrounds tend to see their dreams fade quicker than those from wealthier communities. 

The Dream Carriers project aims to raise funds to enable the club to mentor more young people and give them opportunities and experiences to which they wouldn’t normally have access. There are already a number of youngsters on a mentoring and work experience programme, including from a top lawyer, a vet, an estate agent and a record company exec. 

This is in line with Grenfell Athletic’s mission statement to provide talented young individuals with opportunities and experiences to make them better versions of themselves and reach their potential. 

Andy Fowler, founder and ECD of Brothers & Sisters, is a trustee of Grenfell Athletic and conceived the Dream Carriers idea. He said, “Studies show that by the age of 16 those from a less privileged background have given up on the hopes and dreams they held as 10-year-olds, but no one’s dreams should be shattered just because of where they come from. 

“We got young people in the Grenfell community to draw their big dream for their life and it was designed onto the new kit, so that anyone wearing the shirt is carrying the dreams of their community.”

Ben Honour, executive producer at Electric Studios, said, “What a privilege to be involved in this amazing project. It was a great opportunity to do something we love - flexing the craft of shooting, animation and design - for such a wonderful initiative that's close to our hearts as Londoners. Thanks to everyone at Brothers & Sisters for getting us on board, and of course to our football stars of the future.”

Grenfell Athletic FC has seen huge support from brands such as Nike, Mercedes, Soho House and Cadburys since it was set up, with each proving the power of brands in driving forward a vital community project.

And to coincide with the release of the Dream Carriers creative, Andy Fowler, together with Brothers & Sisters CEO Matt Charlton, is appealing to more brands and agencies to support the initiative by placing bulk orders for the Nike shirts with Kitlocker. With all profits from the shirts going to the football club, every purchase is positively impacting the lives of the young people affected by the tragedy, helping more of them receive mentoring and have life-changing experiences. 

Andy added, “Our industry has the potential to use its clout to be such an enormous force for good, and we would love to see the marketing community become Dream Carriers for the Grenfell community.

“To give your team - whether on client or agency side - this gift to wear the dreams of the Grenfell children on their chests and keep them alive, is a powerful, emotional idea and we want everyone to get involved. What could be more beautiful than keeping alive the dreams of these talented young people who have suffered so much trauma?”

Shirts can be bought via this link.