We're not defined by circumstance or what is broken. We're more than an our surroundings. Considering Greecee was the birthplace of the Olympics, and considering the economic hardships it has endured for a while now, this is a very powerful piece from Nike. I love the juxtaposition of athletes with their abandoned, dilapidated training centers. This goes way beyond Nike's usual selfish messaging that it's all about me as in (I will) just do it, and instead taps into a more important purpose of sport: to unite us. Whether it's being united or a team or a an entire country celebrating a win, sport is more than the sum of its parts.
Well done, Nike and W+K Amsterdam.

By the way, the athletes featured in this spot are: medal-winning and Olympic hopeful pole vaulter Nikoleta Kyriakopulou, NBA star, the Greek Freak, Giannis Antetokounmpo, and Paralympian runner Michalis Seitis.

NIKE Ed Collin Brand Communications Director, Europe Philip Jacobson Brand Communications Director, CEE George Parliaros Brand Communications Director, Greece Katerina Zherebtsova Brand Communications Manager Greece WIEDEN+KENNEDY AMSTERDAM Executive Creative Director Mark Bernath, Eric Quennoy Creative Director David Smith & Craig Williams Art Director John Filipe Copywriter Bern Hunter Head of Broadcast Production Joe Togneri Broadcast Producer Stijn Wikkerink Communications Planner Josh Chang Planner Stephane Missier Group Account Director Kathryn Addo Account Director Amber Martin Account Manager Luke Purdy Studio Artist Cindy Kouwenoord Project Manager Janna Harrington, Loes Poot Business Affairs Niels Hagels FILM PRODUCTION / EDITING Director John Filipe (Wieden+Kennedy Amsterdam) Editor Robin Pijpers (Wieden+Kennedy Amsterdam) Producer Stijn Wikkerink (Wieden+Kennedy Amsterdam) FILM PRODUCTION PRODUCTION COMPANY STEFI&LYNX Productions Director of Photography Leandro Ferrão Executive Producer Fay Katsari AUDIO POST AMBASSADORS Sound Designer/Mixer Rens Pluym / Joep Meijburg MUSIC Artist / Title Sanjiv SEN / Makers of Fate Music Company SCHMOOZE POST PRODUCTION AMBASSADORS Flame Bas Moonen VFX Stephen Pepper, Bas Moonen Telecine Brian Krijgsman Producer Wiarda Postma, Daphne Litjens
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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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