Saturday, July 28, 2012

Nike: Find Your Greatness

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July 25, 2012, MALAYSIA – It is not just the championship athlete or record breaker that aspires to push their limits.  It is also the everyday athlete who strives to excel on their own terms, to set and realize personal goals and achieve their own defining moment of greatness. 

That’s the insight behind Nike’s “Find Your Greatness” campaign, a powerful message to inspire anyone who wants to achieve their own moment of greatness in sport, launched just as the world focuses on the best of the best.

As “Find Your Greatness’ seeks to inspire everyone in their own personal achievements, Nike+ Running, Nike+ Basketball, Nike+ Training and the Nike+ Fuelband are the tools that enable everyday athletes everywhere to measure their performance and motivate themselves to do more.

Find Your Greatness Film

The film shows everyday athletes from around the world training, playing and competing, with the common thread that the locations featured are all called London.  We first join a scene at “London Gym” where a man pumps out crunches during a workout, then go to a rugby match in East London, South Africa where a boy breaks the line handing off a larger opponent. 

In Little London, Jamaica a female boxer works the pads with consummate skill and precision.   In London, Ohio we see a close up of a focused young baseball player catch the ball and throw it to first base in one seamless action.  While each athlete defines their own goals and success, they are all connected by a unifying sense of what greatness could be to them.  

“The idea behind “Find Your Greatness” is simply to inspire and energize everyday athletes everywhere to celebrate their achievements, participate and enjoy the thrill of achieving in sport at their own level,” said Greg Hoffman, Nike VP of Brand Design & Communications.  “Nike’s co-founder, Bill Bowerman said, “If you have a body you’re an athlete” and that’s a really compelling insight for all athletes as we celebrate great sporting moments this summer.”

As the athlete stories unfold, the film voiceover emphasises that greatness is not simply reserved for the superstar athlete, but is inherently a part of what we can all aspire to and achieve.  Whether that means finishing a first marathon in London, Canada, or a female Muslim team sharing a celebratory huddle on a soccer pitch at London School, Qatar or passing under London Bridge over Lake Havasu, Arizona in the heat of a first triathlon. 

In effect, greatness has no fixed address but is a place where every athlete can achieve their own personal success and shape their own definition. 

As the film reaches its climax we are reminded of the power in seemingly everyday moments from a young girl performing flips in her front garden to the crescendo of a young boy deliberating a first jump from a high diving board into a pool – a defining moment for him that ends in a final leap into his own moment of greatness.  

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