Overview

• A 60-second hero film narrated by Tyler, the Creator premiered during the NFL season opener.
• The spot features a global roster including LeBron James, Caitlin Clark, Saquon Barkley, Carlos Alcaraz, Vinicius Jr., Rayssa Leal, Qinwen Zheng and more.
• Nike positions the message as a rebuttal to cringe culture, reframing greatness as a choice where trying and failure count.
• The launch aligns with CEO Elliott Hill’s reset toward sport-focused teams following sales declines, with layoffs of about 1% of corporate staff announced on Aug. 28.
• Nike tied the creative to commerce by reintroducing the Just Do It collection, with apparel, footwear and accessories now available on Nike.com.