The Challenge
One of the most iconic brands in the world, Nike’s broad appeal had turned it into more of an apparel brand than a sports brand. That’s certainly nothing to complain about, but it needed a campaign to remind people it was still true to its athletic roots.
The Solution
By shrinking the classic slogan down to footnote-size, this fantastical campaign created a sense of epic scale, showing athletes achieving the impossible through some clever juxtaposition over existing images (a commercial airliner, a speedboat, and a space shuttle). The two-page spread doubled as a removable poster customers could hang in the locker room, reminding them of what was possible–and how Nike could help them get there.
