Hasta La Creative!

We’re not defined by circumstance or what is broken. We’re more than an our surroundings. Considering Greecee was the birthplace of the Olympics, and considering the economic hardships it has endured for a while now, this is a very powerful piece from Nike. I love the juxtaposition of athletes with their abandoned, dilapidated training centers. This goes way beyond Nike’s usual selfish messaging that it’s all about me as in (I will) just do it, and instead taps into a more important purpose of sport: to unite us. Whether it’s being united or a team or a an entire country celebrating a win, sport is more than the sum of its parts.
Well done, Nike and W+K Amsterdam.

By the way, the athletes featured in this spot are: medal-winning and Olympic hopeful pole vaulter Nikoleta Kyriakopulou, NBA star, the Greek Freak, Giannis Antetokounmpo, and Paralympian runner Michalis Seitis.