Nike revisits sports legends' darkest moments in its message of hope

LeBron James narrates ad reminding us that the greatest comebacks are right around the corner

Published On
May 26, 2020

Editor's Pick

Nike looks back on elite athletes’ lowest of lows to remind us not to lose hope during what feels like these darkest of times. This weekend, the brand debuted a hopeful film, titled "Never Too Far Down," that revisits major stumbles in the careers of stars like LeBron James, Serena Williams, Rafael Nadal, Cristiano Ronaldo, Naomi Osaka, Tiger Woods and more. 

It opens, for example, on James’ “agonizing defeat” during the 2016 NBA Finals when he was with the Cleveland Cavaliers facing off against the Golden State Warriors. The Cavs were down 3-1—a deficit no team in NBA history had ever been able to overcome. But eventually, they became the first team to ever do so. The ad weaves in other scenes of “fallen” athletes—Woods, Nadal, Williams— to see them rise in the end.

James narrates the film, likening such falls to the world's current coronavirus struggles. “Right now, we’re fighting for something much bigger than a win or a championship,” he says. “But if we’ve learned anything from sports, it’s that no matter how far down we may be, we are never too far down to come back.”

The spot continues Nike’s “You Can’t Stop Us” campaign from Wieden + Kennedy Portland, which throughout the pandemic has rallied the “global team” of athletes and citizens to “play for the world.”


May 26, 2020
Client :
Agency :
Wieden & Kennedy-Portland
Executive Creative Director :
Eric Baldwin
Executive Creative Director :
Jason Bagley
Creative Director :
Alberto Ponte
Creative Director :
Ryan O’Rourke
Art Director :
Lee Jenninigs
Copywriter :
Kevin Steele
Head of Production :
Matt Hunnicutt
Executive Producer :
Jake Grand
Executive Producer :
Krystle Mortimore
Producer :
Emily Knight
Associate Producer :
Shani Storey
Group Brand Director :
Andre Gustavo
Brand Director :
Kate Rutkowski
Brand Manager :
Steve Smith
Group Strategy Director :
Paula Bloodworth
Global Group Media Director :
Daniel Sheniak
US Group Media Director :
Reme DeBisschop
Associate Media Director :
Emily Dalton
Media Supervisor :
Graham Wallace
Sr. Business Affairs Manager :
Laura Caldwell
Sr. Business Affairs Manager :
Adam Caviezel
Integrated Traffic Manager :
Sabrina Reddy
Integrated Traffic Manager :
Billy Mucha
SR. Creative Operations Manager :
David Ramirez
Studio Manager :
Michael Frediani
Retoucher :
Amy Ellars
Designer :
Nick Humbel
Designer :
Mitch Wilson
Production Company :
Park Pictures
Director :
Lance Acord
Executive Producer :
Jackie Kelman Bisbee
EP/Producer :
Caroline Kousidonis
Production Manager :
Joe Faulstich
Editor :
Spot Welders
Editor :
Robert Duffy
JC Nunez
Fatos Marishta
Managing Partner :
David Glean
Executive Producer :
Carolina Padilla
VFX Company :
Shipping + Handling
Creative Director :
Casey Price
Creative Director :
Jerry Spivack
James Buongiorno
Johannes Gamble
Evelyn Lee
Rachel Moorer
Managing Partner :
David Glean
VFX Executive Producer :
Scott Friske
VFX Executive Producer :
Dustin LaForce
Color Company :
Colorist :
Daniel De Vue
Color Executive Producer :
Thatcher Peterson
Color Producer :
Jenny Bright
Mix Company :
Joint Editorial
Audio Mixer :
Natalie Huizenga
Executive Producer :
Leslie Carthy
Music Company :
Senior Executive Producer :
Sara Matarazzo
Executive Producer :
Stephanie Pigott
Producer :
Danielle Soury
Music :
Trent Reznor
Music :
Atticus Ross 'Life on Mars?'
Music :
David Bowie

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