“You don’t decide how your story begins…but you do get to decide how it ends.” That is the essence of Nike’s summer sports message. Wieden + Kennedy has housed it in a very watchable ad…that doesn’t rely on slo-mo footage of athletes giving it their all. Instead, it’s a coach speech.
A coach speech made to baby Selena Williams, baby Neymar Jr, baby LeBron James, Baby Mo Farah and baby Zhou Qi, among others.
Unlimited Future, directed by Damien Chazelle, extends Nike’s recent series of athlete profiles in its Unlimited Campaign. Each of these short films outlines how one athlete found and uses his or her “unlimited mindset”. Nike’s aim is to encourage everyone to do the same.
Online, the brand also reveals the attributes, performance innovations and personal traits, driving a number of its top athletes – with determination and perseverance given a feature role.
