The Breath of Athletes Drives an Intense Nike Tale
Spot Builds Tension With Unique Soundtrack
Feb 12, 2018
A new Nike ad from Wieden & Kennedy creates drama out of a simple concept: air. The ad's soundtrack focuses strictly on athletes' breath leaving their bodies as they prepare for their big moment or while they're in the midst of competition.
In quick-cut scenes, with each gasp and sigh and gulp from pros including track and field athlete Deajah Stevens, surfer John John Florence, Paralympian Sarah Reinertsen and NBA star Giannis Antetokounmpo, tension builds. The story then reaches its intense climax during a wrestling competition, when the soundtrack cuts out and you realize the athlete may not be breathing at all.
Produced out of Anonymous Content, the spot promotes Nike's latest Air technology, Air VaporMax.