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Nike Football’s The Korobka Never Asks is a celebration of rebellion through sport – we see a young Russian teen being told he will never make it out of his surroundings by a rather sketchy older fella, only for the video to transition into a crazy animation presented as moving wheat-paste graffiti posters. The animation shows the boy ducking an diving his way through opponents, before we cut to a live-action version of the scene on a pitch, with the both the crowd and coach shouting “Never!”, only to be proved wrong by the kid’s skills.

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