This week another example from the past. Even though it is quite an old campaign, it remains a worthy example of great storytelling with an exceptional concept.

In 2012 Nike lost the chance to be the official US sportswear sponsor for the Summer Olympics. In stead it went to their biggest competitor, Adidas. They lost all the exposure that naturally comes from being the main sponsor. They had to be creative…

In response they took to social media with this inspirational campaign. A story about anyone of us, who simply loves to do some sports but isn’t a professional athlete and doesn’t necessarily aspire to be one. A story about an average person, pushing themselves to the limits and finding their own greatness. The campaign was so engaging that it got as much exposure as Adidas during the Olympics. Great story in itself!

Have a great weekend!

Pascal M Mindlin

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