How Nike reinvented the concept of greatness

[🏅Olympic Ad Stories #1]

As the Paris Olympics approach, I am starting a series of Olympic ad stories, where I will share with you the most successful and unusual Olympics-related campaigns I know.

The first story will be about Nike and how they reinvented the concept of greatness and created an impact that all of us in the marketers' tribe can be proud of.

The Concept

The "Find Your Greatness" campaign by Nike was a remarkable story of how a brand can redefine the concept of greatness. Launched during the 2012 London Olympics, It stood out by focusing not on the elite athletes but on everyday people around the world.

Nike's "Find Your Greatness" campaign was rooted in the idea that greatness is not reserved for a select few but is achievable by everyone. The campaign aimed to inspire ordinary people to take their own paths to greatness, no matter how small or personal those goals might be. 

They have launched a series of commercials showing everyday athletes from various walks of life. These included a jogger in Ohio, a swimmer in England, and a young girl learning to skateboard. Each story was set in a place named "London," paralleling the London Olympics but highlighting the global reach and everyday nature of personal achievement.

The ads were narrated with powerful, motivating voice-overs. One of the most memorable ads featured an overweight boy running down a rural road, accompanied by a voiceover discussing the pursuit of greatness. This ad was particularly impactful because it broke away from the usual depiction of fit, professional athletes, instead showcasing someone struggling yet determined.

Campaign went social with the hashtag #FindYourGreatness to encourage people to share their own stories of personal achievement on social media. This created a community of shared experiences and inspiration, furthering the campaign's reach and impact.

People around the world contributed their own videos and photos, showcasing their journeys towards personal goals. Nike highlighted many of these user-generated stories, reinforcing the campaign’s message and building a sense of global participation.

The Impact

The campaign resonated deeply on an emotional level, as it tapped into universal themes of perseverance, personal growth, and self-belief. By focusing on everyday people, Nike created a relatable and inspiring narrative that many could see themselves in.