Wieden + Kennedy Portland releases third spot under new “Unlimited” positioning line for Nike
Wieden + Kennedy Portland has released the third commercial under the new “Unlimited” positioning that replaces the long running “Just Do It” tag line.
The latest spot, “Unlimited Courage”, features Chris Mosier, the first transgender athlete to make a US national team.
The new positioning launched with “Unlimited Future”, with actor Bobby Cannavale giving a pep talk to a nursery full of future sporting superstars.
Then for the Olympics “Unlimited You,” shows athletes struggling early on in their careers before making it big. The spot is narrated by Star Wars actor Oscar Isaac.
Says Nike: “By definition, “unlimited” means: being or seeming to be without limits. Its synonyms include: boundless, indefinite, unfathomable, infinite… At Nike “unlimited” also means endless possibility, when it comes to its athletes and when it comes to its designs. In turn, each pushes the other past perceived boundaries towards a sub-two-hour marathon or a first marathon, a world record or a personal best. Unlimited means never defining oneself by what came before. It means defying expectations, even one’s own. Unlimited declares that there is no “happily ever after” and there’s no “too far.” There’s only “What’s next?” “.