Nike conclue sa campagne Unlimited

Alors que l’été 2016 est clairement placé sous le signe du sport, Nike en a profité pour dévoiler 6 films qui forment la campagne Unlimited. Chaque épisode démontre que chacun peut dépasser ses limites.

Après les vidéos Unlimited Future et Unlimited You dans lesquels on pouvait voir plusieurs sportifs ambassadeurs de la marque tels que Serena Williams ou Neymar Jr, Nike a mis l’accent sur certains athlètes dont l’histoire illustre parfaitement la campagne et son message de courage et de dépassement de soi.

Unlimited Courage est le 3ème volet de la saga, il met en avant Chris Mosier, un athlète transgenre qui fait partie de l’équipe masculine des Etats-Unis de duathlon et triathlon. Ce dernier n’a jamais baissé les bras et prouve que tout est possible : « Tout ce que j’ai fait au cours des 5, 6 dernières années, depuis que j’ai commencé la transition, a commencé avec cette idée du « Just Do It ». Je ne savais pas si je pourrais concourir contre des hommes : je l’ai juste fait. Tous les succès que j’ai remportés depuis m’ont montré que tout était vraiment possible. J’ai l’impression que la porte a été ouverte, que d’autres athlètes, des athlètes plus jeunes, peuvent tomber amoureux du sport et rester eux-mêmes, fidèles à leur véritable identité. »

Le 4ème épisode, Unlimited Youth, retrace le quotidien d’une religieuse de 86 ans, Sœur Madonna Buder, qui pratique l’Ironman, elle en a terminé 40 tout au long de sa vie ! Elle possède le record de la concurrente la plus âgée à participer à un Ironman (82 ans). Elle est la démonstration que rien n’est impossible et que l’âge n’est pas une excuse pour arrêter le sport, seule la détermination compte.

La vidéo Unlimited Together est une parenthèse dans cette campagne car elle n’est pas construite de la même manière mais le message s’inscrit parfaitement dans la continuité des autres films. C’est un hommage aux qualités des femmes et hommes des équipes de basket des USA qui font que ces dernières sont les meilleures de la scène mondiale et comptent bien le prouver à Rio.

L’ultime film de la compagne s’intitule Unlimited Will dans lequel Kyle Maynard montre qu’aucun obstacle n’est insurmontable. Cet athlète est le 1er quadruple amputé à gravir le Kilimanjaro sans l’aide de prothèse, un exploit illustré dans cet ultime volet de la saga Nike. La philosophie de ce sportif est de ne jamais abandonner, de toujours essayer jusqu’à ce que l’on réussisse. Cet athlète hors-normes explique « si vous être le premier à accomplir un exploit, il n’existe aucune voie que vous pouvez empruntez. Vous êtes obligés de trouver des solutions. Vous apprenez à utiliser votre cerveau : comment ne pas perdre mon sang-froid quand je dois faire face à une épreuve ? Comment puis-je m’en sortir et surmonter ce défi ? Comment je m’adapte ? Les leçons que vous apprenez dans votre pratique du sport peuvent vous aidez dans les différents aspects de votre vie, dans vos relations et pour n’importe quel rêve que vous avez en tête. »

Cette campagne Unlimited, Just Do It salue les athlètes et leurs exploits, qu’ils soient professionnels ou simplement amateurs. La volonté, le courage et le dépassement de soi sont les maitre-mots de cette saga dont le storytelling est parfaitement mené. De plus, le timing est bien choisi en cette période estivale où le sport est à l’honneur.

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