Olympic Paris: Nike is currently shooting one of its major summer advertising campaigns in two large film studios in Acton, west London. The production is grandiose, with a white-walled main stage filled with approximately 200 extras who are young and agile. They are dressed in cropped sweatshirts and joggers, with Air Force 1 and Dunk Low sneakers, while costume designers and makeup artists swarm around, adjusting their clothing and refreshing their makeup. A few seconds of dance music track play on a loop through booming speakers, as a camera on a dolly sweeps through the crowd to reveal the two stars of the show.
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Surprisingly, the stars of the show are not household names, as one might expect. Karam Singh and India Sardjoe are breakers, better known as 25-year-old B-boy Kid Karam and B-girl India, 16. Sardjoe is the current world and European champion, representing the Netherlands, while Singh is the first breaker to earn a place on Team GB, currently ranked sixth in the world. However, even they struggle to define their craft, with Singh stating, it’s very physically demanding…But, for me, it’s just a mix of everything.
Nike’s Campaign in Anticipation of Breakdancing’s Debut in the Olympic Paris 2024
Despite not being a household name, Nike is betting that this could change. In December 2020, breaking was confirmed as a medal sport for the Paris 2024 Olympics. Next summer, the best 16 B-boys and 16 B-girls from around the world will face off in solo battles, soundtracked by a live DJ, on the Place de la Concorde in men’s and women’s events. This new addition to the Olympics hopes to bring in a new audience, much like skateboarding did at the Tokyo Games in 2021. It will also introduce charismatic, offbeat performers to the world, such as Sky Brown, who won bronze for Great Britain in park skateboarding and became the UK’s youngest-ever Olympian at age 13.
Overall, Nike’s advertising campaign featuring breakers Kid Karam and India is a nod to the inclusion of breaking as an Olympic sport in Paris 2024. The sport’s debut at the Olympics is expected to bring in new viewers and showcase the unique talent and physical demands of breakdancing, as demonstrated by Karam and India.
The story of a Derby-based breaker on his journey to Paris 2024
Singh’s life has been transformed since the announcement of the Olympics Paris 2024, a defining moment for the young breaker. Singh, who works at the First Source call centre in Derby, used to fit his training around his shifts, handling customer inquiries for Sky. However, he is now sponsored by Nike and is the first male breaker to join the company’s athlete program, which is a surreal journey for him. Furthermore, he will play the lead in Breaking Point, a new feature-length drama about two brothers who compete in the World Championships. The film is directed by Max Giwa and Dania Pasquini, whose surprise hit Street Dance 3D was the highest-grossing independent British production of 2010.
Singh supposed, “As a breaker, we’ve never really had these opportunities before. So, if you get a gig like this, it’s amazing, it’s the highlight of your life. And I can’t say I thought I would be doing this; I can’t say I thought I’d be in the movie. All of these things just happened. It’s a blessing after blessing.”
Singh still resides in Normanton, a suburb of Derby, with his father, brother, and sister, where he grew up. He started breaking at seven after seeing a local crew, Trinity Warriors, performing at a funfair. Singh continues to train mostly in his garage, where he does an hour of stretching every weekday and body-weight exercises like pull-ups, press-ups, and sit-ups to keep him light, strong, and explosive. His connection to Derby is strong, and he has a cast-iron star on the city’s Walk of Fame, alongside Brian Clough and Lara Croft, who was born at the local Core Design video-game studio.
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Olympic Breaking at the Olympic Paris: An Emerging Sport Finds Its Place in the Spotlight
Singh’s sights are set on the European Games in Kraków, Poland, this summer, where he hopes to win and automatically qualify for the Olympic Paris 2024. The competition will mark the first time that Singh has competed in the Team GB uniform. Breaking is such a new sport that the high-performance kit has not been worked out yet.
Singh stated, “They’re trying to find the perfect clothing, what’s comfortable for us, what makes us feel free, what makes us feel fresh, and helps us to dance well.”
The Olympics has given breaking a definition, and people are now taking it more seriously. Before, breaking was confusing, with people wondering if it was a sport, an extreme dance, or an extreme sport. But now, with the Olympic Paris 2024, the sport has gained significance and has been given a definition. He laughs: We know our worth now and they know our worth.
Paris 2024: Meet Roxy Milliner and Emma Houston, Two Leading B-girls
Roxy Milliner, known as B-girl Roxy, is one of the world’s leading female breakers. After sustaining a serious back injury as a talented trampolinist, Milliner began breaking at the age of 16. Milliner emphasizes the importance of artistry in breaking and believes that it is what sets it apart from other sports. She stresses that the culture of breaking, including music, dress, aggression, character, individuality, and originality, is just as important as the athletic side of it.
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Breaking first gained global popularity in the 1980s with its appearance in music videos and TV adverts. Though its popularity declined over time, it never disappeared and continued to be a popular art form connected to hip-hop and rap music. Breaking has had a few crossover stars, such as Sofia Boutella, who transitioned from competition breaker to working as a dancer for Madonna and Rihanna before achieving success as an actor. Breaking has also been featured in films such as Street Dance and You Got Served.
Emma Houston, also known as Shortbread, is currently Britain’s highest-ranked breaker in the B-girl category. They grew up playing football with Falkirk Ladies FC before being inspired by the film You Got Served to pursue contemporary dance. However, the announcement of breaking’s inclusion in the Olympics led Houston to change its plans and aim for the Paris 2024 games. Despite facing setbacks due to COVID-19, Houston’s determination to succeed has led them to be part of the UK team for the upcoming games.
British Breakers Prepare to Make History at the Olympic 2024 Games in Paris 2024
The Olympics 2024 in Paris is fast approaching, and for British breakers, it’s an opportunity to make history. Despite the challenges they faced in their preparations, these athletes are determined to do their best and inspire the next generation of breakers. Houston, one of the Top 16 B-girls, describes the experience as a rebirth and is grateful to be part of this moment in history.
Roxy Milliner, whose ranking has slipped to No. 38 in the world, had a chaotic preparation for the Olympics. Shortly before breaking’s inclusion in 2020, she gave birth to her son, Leo, and had a difficult pregnancy. Despite this, she has performed well in national competitions and believes she has an outside shot of making it to Paris. The British breakers hope that their participation in the Olympics will inspire a new generation and make the sport more appealing to girls and young women.
There’s optimism that breaking will become established in the Olympics, with the 2028 Games to be held in Los Angeles. Singh, one of the breakers, hopes breaking will continue to the next and the next Olympics, giving the sport a fresh wave. However, he knows he has to get there first. The British breakers are ready to show the world what they can do at the Olympic 2024 in Paris.
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