Nike: Find Your Greatness

Nike’s “Find Your Greatness” campaign, launched in 2012 during the London Olympics, was a powerful and innovative marketing strategy that redefined the concept of athletic achievement. Despite not being an official Olympic sponsor, Nike cleverly sidestepped restrictions by focusing on everyday athletes in various locations named London around the world. The campaign’s central message was that greatness is not reserved for elite athletes but is achievable by anyone willing to push their limits. Through a series of short, inspiring videos, Nike showcased ordinary people engaging in various sports and physical activities, emphasizing that greatness can be found in unexpected places and doesn’t always require an audience. The campaign’s most iconic ad featured Nathan Sorrell, an overweight teenager from London, Ohio, running down a rural road, symbolizing the struggle and determination inherent in pursuing personal greatness. By shifting the focus from professional athletes to everyday individuals, Nike successfully connected with a broader audience, inspiring people to find their own version of greatness and reinforcing the brand’s motivational ethos.