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Nike Unveils ‘Unlimited Will’ Campaign


Reports say the ‘Just Do It’ NIKE Unlimited Campaign’ has continued to give inspiration to athletes all over the world, making them push beyond their limits. The company has also debuted its ‘Unlimited Will’ campaign.

The campaign, which has struck a chord worldwide with nearly 300 million views to date, highlights quadruple amputee Kyle Maynard in final instalment.

Nike, today, unveiled the final film in its powerful and globally reaching ‘Just Do It – Nike Unlimited Campaign’ which showcases how unlimited determination can overcome the toughest of challenges.

‘Unlimited Will’ follows ‘Unlimited Future,’ ‘Unlimited You,’ ‘Unlimited Courage,’ ‘Unlimited Together’ and ‘Unlimited Youth’ as part of a campaign that has already struck a chord with millions of consumers around the world, amassing 300 million global views across multiple digital platforms to date.


‘Unlimited Future’ quickly became the most retweeted film, and most liked Nike film on Twitter, in Nike’s history.

The films are just one component of Nike’s global campaign celebrating athletes around the world across an amazing year of sport.

The campaign also engages and motivates consumers digitally via the company’s newly launched Nike+ App and physically with activations taking place in Los Angeles, London, New York, Paris, Rio, São Paulo, Shanghai and Tokyo, along with the recently launched Nike Unlimited Cross-Category footwear collection available at retail across the globe.

The company also profiles a number of its premier athletes including Gabby Douglas, Simone Biles, Ashton Eaton and Allyson Felix, here, detailing in-depth the resolve that victory requires.

The final instalment of the film series celebrates athlete Kyle Maynard and his extraordinary motivation to push his limits daily. The series of films hails both the everyday athlete and the champion athletes who embark on challenges which most people would view as unsurmountable.

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Kyle Maynard is the first quadruple amputee to ascend Mount Kilimanjaro without the aid of prosthetics. Now 30 years old, Kyle was born with a rare congenital disease but he did not allow this to affect his participation in multiple sports. Kyle has not let his success be defined by anything or anyone but himself. His mindset and actions inspire people to believe that nothing in their lives can keep them from accomplishing their goals.

“If you’re doing something first, you don’t have that path laid out for you so you just have to go and figure it out,” Maynard explains. “You learn how to use your mind. You learn: How do I not fall apart when I have something bad happen to me? How do I get through and overcome bigger challenges? How do I adapt? The lessons that you learn in your sport can transcend into every area of your life, in your relationships and in just any dream that you have.”

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Greg Hoffman, Nike Chief Marketing Officer, said: “We have seen an incredible response from consumers around these series of films. We’re expanding the definition of athleticism and allowing people around the world to see themselves, and their potential, through the lens of these amazing athletes like Kyle Maynard.”

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Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan.

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