Back in March, before we knew we’d be isolated for 10 months, Nike gave us the inspiration to train at home with its “You Can’t Stop Us” campaign. The spot encouraged people to play inside and provided tools to help people move while distancing, even if it was in their living rooms.
As 2020 comes to a close, so does a campaign that kept urging us to stay active throughout the year. LeBron James, the victorious L.A. Lakers, Megan Rapinoe (who narrated the amazingly edited split-screen ad), Serena Williams, women swimmers in the Middle East, and many unsung athletes were featured in the campaign.
The last chapter, from agency AKQA, focuses on how an athlete’s mindset can help achieve any goal they set. Like with past spots in the series, the video features both professional and amateur athletes pushing themselves to the limit. As a voiceover states, “behind everything we do is a why,” athletes are shown training and competing at the highest levels. Naomi Osaka smashes tennis balls, footballer Marcus Rashford scores a glorious goal, and Kevin Durant hoists trophies and slams dunks.
Additional athletes featured are swimmer Simone Manuel, skateboarder Leo Baker, runner Caster Semenya and fencer Ibtihaj Muhammad. Other unnamed competitors join the fray, including disabled and youth athletes, to prove that everyone can be inspired to move.
As 2021 begins, Nike looks to continue its strong digital presence, including Nike Training Club, YouTube workouts, the Nike apps and social content. New content will include insights and motivation from elite athletes, new yoga and HIIT workouts, audio-guided runs and episodes of Nike’s podcast “Trained.”
From January to October 2020, over 375 million workouts were logged across the Nike Training Club and Nike Running Club apps, up 83% from the same period in 2019. In November, more than half of Nike members started a new workout with the brand, representing a new record.
Executive Creative Director: Johnny Budden
Associate Creative Director: Joseph Davies
Art Director: Calum Torbett
Creative: Fraser Cheetham
Copywriter: Felipe Duarte
Designer: Maggie Yu
Strategy Director: Yazminca Woodward
Associate Creative Strategist: Pippo Khalwa
Senior Project Manager: Katie Houghton
Executive Producer: Dustin Freeman
Associate Programme Director: Krista Durchman
Group Account Directors: Alex Aidan, Sarah Cunningham
Company: Cosmo Street/Trim
Editor: Tom Lindsay
Assistant Editors: Jacques Simon, Andrew Corrales
Senior Producer: Chelsea Spensley
Head of Production: Marie Mangahas
Executive Producer: Yvette Cobarrubias
Color Company: Apache
Digital Intermediate Colorist: Steve Rodriguez
Color Assistant: Chris Lam
Apache Producer: Stefanie Schaldenbrand
Apache Executive Producer: LaRue Anderson
Music Studio: CAYA
Executive Creative Director: Ben Einziger
Executive Producer: Kiki Einziger
SOUND DESIGN / MIX
Sound Design Company: Lime
Sound Engineer: Peter Lapinski
Sound Designer: Peter Lapinski
Executive Producer: Susie Boyajan