I’m still thinking the Olympics and looking at ads about the Olympics.
Did you know that Nike isn’t the official sports shoe of the Olympics? It’s not, although McDonalds got the nod, which sure has hell beats rain on your wedding day in the 200m Irony final. Nevertheless, the swoosh also wanted a piece of the action. Can’t not have a piece of the action if you’re Nike. So they did this. It’s got London and sporting achievement written all over it, only not your actual London or your actual Olympics. Only Adidas can use those words.
Nike is telling us you don’t have to be in big boss London at the big boss Olympics to be awesome. You could be in say, London, Ontario, or London, Limpopo, RSA, – seriously, it’s there on the map – or the town of London in Equatorial Guinea. There are about 30 other places called London. So there, London.
As long as you’re trying really hard and being a brave kid – that’s greatness, forget the purple podiums and the flags and the anthems and biting your gold medal for the camera.
“Greatness isn’t reserved for the chosen few in one special city. It’s wherever somebody is trying to find it.”
They’re probably right.