Find your greatness

Nike introduces its big new campaign for the London Olympics. Features various places in the world called London that aren’t in Great Britain. The first spot shows that the performance and success is not reserved for a chosen few but to all. Love Nike’s strategy in passing on Olympic sponsorship (and the millions involved in fees) and investing in their own brand positioning. Using London as a device here certainly attaches the brand to the Games, most likely to the dismay of official sponsor Adidas. Again, hats off to the Widen + Kennedy folks for brilliant strategy and classic Nike thoughtful, motivating impact…