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Find Your Greatness

When I was in high school, there were two factions with regard to Nike. In one, you might shoot someone or get shot for a pair of Air Jordans. In the other, you wouldn't touch a pair of Nikes and you wrote letters to headquarters about their overseas labor practices.

There wasn't much in between.

Once we got past that time, Nike got beyond their corporate reputation and focused on their branding. They had some pretty cool ads for a while, but then they did something I love: messaging.

Like in the Michael Jordan failure ad.

Jordan isn't exactly someone we associate with failure.

"Find your greatness" is a no-brainer with the Olympics. Olympic athletes are great, and one of my favorite things about the Olympics is the ability for me to watch sports I don't get to see often. Handball. Water polo. That kind of stuff.

Great athletes play those sports, and while they might be as athletic as Michael Jordan, they'll never reach his level of fame, wealth or just general ubiquity.

With that, though, is a series of ads featuring regular people finding their own greatness. Like an overweight 12-year-old from London, Ohio, trying to drop some pounds getting into jogging.

While I see a lot of athletes in my day-to-day life (pro athletes, people who run marathons and do triathlons for fun like it's their life), more than two-thirds of the people I see are like Nathan.

They're finding their own greatness.

Let's be clear, too, that this isn't just about sport, it's about life. Your greatness is within reach, you just have to find it.

Great job, Nike. I'm digging your campaign.

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