Nike Courage Commercial

On the twentieth anniversary of the launch of ‘Just Do It’, Nike today kicks off its global advertising campaign for Beijing, with a new emotionally charged 60-second commercial, “Courage.”

The TV ad celebrates one of the most inspirational brand statements of all time, ‘Just Do it’, by capturing the very essence of an athlete’s motivation. The campaign also provides an innovative interactive platform, through nike.com/courage, where consumers can explore the story behind each iconic moment of the commercial and join the conversation by adding their own personal comments.

The high-energy ad features 31 different Nike athletes from over a dozen different countries, including USA, Russia, Portugal, Switzerland, Afghanistan and South Africa. Some recognizable athlete faces from the past and present are featured and include: Michael Jordan, Cristiano Ronaldo, Roger Federer, Maria Sharapova, Liu Xiang, Michael Johnson, Steve Prefontaine, LeBron James, John McEnroe, Wayne Rooney, Joan Benoit and Kobe Bryant. The ad also includes amazing athlete stories such as seven-time Tour de France champion Lance Armstrong and closes with South African sprinter Oscar Pistorius.

“The commercial celebrates courage as the essence of the ‘Just Do It’ spirit,” said Joaquin Hidalgo, Nike Vice President of Global Brand Marketing. “The fast paced cut takes viewers on an inspiring journey highlighting obstacles athletes at every level must face and overcome.”

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