Coca-Cola’s Powerade tells the story of Nico Calabria, a one-legged young boy who plays football, in it’s new spot for the World Cup by Wieden & Kennedy.
The spot documents the boy’s life episodes beginning from his early childhood to present time when he is 19. Born with one leg, Nico has shown passion for football since he was a toddler. He has played for the U.S. National Amputee Soccer Team and climbed Mt. Kilimanjaro on crutches when he was just 13.
“It was hard sometimes, but my family always had a ‘no excuse, tough love mentality’ when it came to overcoming challenges,” Calabria says.
Powerade has chosen him as one of the five amateur soccer players to participate in its 2014 FIFA World Cup campaign dubbed “There’s Power in Every Game.” This campaign also features FIFA World Cup Champion Andrés Iniesta.
“Nico is a beautiful illustration not only of overcoming something that others would perceive as a serious challenge, but also of redefining our outlook on challenges. Having one leg was his reality, so he chose to view it as an asset rather than a hindrance,” says Andra London, Powerade’s global communications manager.
Calabria, who is now the youngest member of the U.S. National Amputee Soccer team, also presented Powerade at the NYC Kicking + Screening Soccer Film Festival on April 10. He shared his inspiring story with the festival visitors and took part in a brief Q&A session.