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Nike :: TigerHawk

Football doesn’t build character, it reveals it.

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In advance of Nike’s deal to become the official uniform provider of the NFL, Picture Show was asked to find a character who could reveal the cultural & communal importance of football at the high school level. Running back Dan Vitale, a senior at football powerhouse Wheaton-Warrenville South in Chicago’s suburbs, granted us total access during his week-long preparation leading up to a Friday night showdown against a heavily-favored rival. We caught a glimpse of the thrill of playing under the lights and the responsibility he bears every time he touches the football. Produced in conjunction with a Nike campaign to sell its global affiliates on the importance of football- at all levels- in American sporting culture. This story is told in the voice of a high school running back about the thrill of playing for his school and his community of Friday nights.

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