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.”