NFL Flag has put the spotlight on the next generation of flag football athletes ahead of its July tournament. “Be the story” was created by Dentsu Creative, and the 30-second film was directed by Hannan Hussain through ProdCo. The spot features rising flag – or tag – football athletes, including US players Ashlea Klam, Samaya Taylor Jenkins and Ryder Noche, Azul Trujillo from Mexico, Liz Lomu Stewart from Australia, and German player Arved Mohr.The spot opens with the football being passed around, then turns its focus on the speed and movements of the athletes, who are highlighted through slow-motion shots. As they play the game, the text alongside them reads: “Be the threat”, “Be the hustle”, “Be the target”, “Be the disruptor", “Be the whaaaaaat” and “Be the future”. It ends with the words: “Be the story”. It was created by Ella Curtis and Emma Simpson. Sarah Bishop, vice-president, global brand and consumer marketing at NFL, said: “‘Be the story’ celebrates a generation of players around the world who are dynamic, diverse and fearless, and it reminds every young athlete watching that the game has a place for them to shine. “From NFL Flag Championships this summer to the sport's Olympic debut in 2028, flag football has incredible momentum right now, and we're more excited than ever to keep building pathways for more kids to play, compete and lead at every level of the game.”The campaign launches today (29 June) in the US and will run in other markets, including the UK, during July. Alongside the 30-second film, it will run in shorter, 20-, 15- and 10-second versions on TV, social and digital video. Media was handled by Horizon Media. NFL Flag is the NFL's youth flag football league, which has about 2000 locally operated leagues as well as programming in 20 countries outside the US. NFL Flag Championships will take place between 23-26 July in Westfield, Indiana, while the IFAF World Flag 26 is held in Düsseldorf, Germany between 13-16 August, where the world's top men's and women's national teams will compete. It will be the first direct Olympic qualifying event for the Los Angeles 2028 Games, where flag football will make its debut.Matt Searle and Olly Wood, executive creative directors at Dentsu Creative UK, said: "'Be the story' is built on a simple belief: flag football gives anyone the chance to write their own chapter in one of the world's fastest-growing sports. A game where you can bring your own skill, attitude and individuality, to what is already an effervescent community stacked with talent, flair and fearless self-expression. "By putting athletes at the centre of every moment, we celebrate not just what they do, but who they can be. The result is a campaign bursting with energy and swagger, inspired by the next generation shaping the sport."Dentsu Creative was appointed to the NFL’s advertising account in 2025. Jessica Tamsedge, chief executive of Dentsu Creative UK, added: "Flag football is one of the most exciting growth stories in global sport today. As NFL's international marketing partner, our challenge was to create a platform that could inspire participation around the world whilst working with the league to grow the game globally.“'Be the story' is designed to connect with a new generation of athletes and their parents, showcasing a sport that builds confidence, character and community. We're proud to be helping the NFL introduce flag football to new audiences around the world and support its journey towards becoming a truly global sport." This story first appeared on Campaign UK.