Nike has unveiled its latest campaign with Virgil van Dijk in a bid to inspire families to use imagination when playing games together.

The ‘Never Done Playing’ campaign features a variety of films and photographs that depict children and their parents changing ordinary and mundane play-time into fantastical events.

The 30-second spot sees the Liverpool FC player play with his children in an energetic and dramatic game of football.

The news comes as many children anticipate going back to school in September. A month ago George at Asda unveiled its back-to-school campaign to promote the supermarket’s affordable school-wear in light of the cost-of-living crisis.

As well as a TV spot, Nike’s campaign will also include a series of photos of van Dijk gardening, before playing a bountiful game of football with his two daughters.

The ad was created by creative agency Soursop, produced by Palma Pictures and shot by India Rose Harris.

Nike’s previous campaign, “Never settle, never done”, celebrated women’s sport in conjunction with the 2022 UEFA Women’s Euro competition.

A statement from Nike read: “Celebrating the athletes and the game today, whilst working for changes that will improve the future of the game need not be mutually exclusive concepts.”