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.
Nike’s 2012 “Find Your Greatness” campaign. Bravo!
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Transcript
Greatness
It's just something we made up
Somehow we've come to believe that greatness is a gift
Reserved for a chosen few
For prodigies
For superstars
And the rest of us can only stand by watching
You can forget that
Greatness is not some rare DNA strand
It's not some precious thing
Greatness is not more unique to us than breathing
We're all capable of it
All of us
Some people are told they were born with greatness
Some people tell themselves
If greatness doesn't come knocking at your door
Maybe you should go knock on its door
Sometimes greatness is about overcoming insurmountable adversity
Sometimes is just fun
Greatness isn't always measured in tenths of a point
It's a bit bigger than that
Sometimes greatness is something you plan
But most of the time is just something you try
Is easy to think greatness is something you see on TV
Unless of course, greatness is watching TV
Greatness is a scary thing
Until it isn't
If we think greatness is supposed to look a certain way, act a certain way and play a certain way
We certainly need to rethink some things
Is it speed or endurance?
Does it happen in two hours or for or six?
Is it finishing strong? Or barely finishing?
Yes
Is greatness worth fighting for?
What do you think?
If we face our fears
It means we're pointed in the right direction
Even if that direction is upside down
It's not the biggest stadium in the world
Not the biggest players either
But the pursuit of greatness is kinda big enough, isn't it?
You don't need an official court
An official net
Or official uniforms
To be officially great
Greatness speaks for itself
Once it learns to talk
Greatness needs a lot of things
But it doesn't need an audience
Some measure greatness in precious metals
Like iron
Greatness is not born
It's made
If you try to tell the guy with the sword he's not great because he's not famous
Be my guest
There are no grand celebrations here
No speeches
No bright lights
But there are great athletes
Somehow we've come to believe that greatness is reserved for the chosen few
For the superstars
The truth is
Greatness is for all of us
This is not about lowering expectations
It's about raising them for every last one of us
Because greatness is not in one special place
And it's not in one special person
Greatness is wherever somebody is trying to find it.
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I got the longer comment
…the best ad may tell us not only something about a product but also about ourselves. – Elizabeth Pauline Lester
The video is great, you need to keep promoting your channel. Is not hard.
I am here because of school
Baaam! Excellent!
This kid has been running through my mind for years.
loving nike representing the impoverished people it exploits for cheap child labor its peak america
i died laughing at the black kid daring to swim wtf so hilariously stereotypical
Behind every bit of marketing is cold, calculated research. But every one of those researchers, writers, and directors are human beings too