Nike ended 2020 with an inspirational spot called ‘You Can’t Be Stopped’ – the final piece of creative in its long running ‘You Can’t Stop Us’ campaign – starring a youthful line up of athlete ambassadors led by Naomi Osaka, Marcus Rashford and Kevin Durant and built around resilience and perseverance.
The creative shines the spotlight on a strong team of Nike endorsers from across the global sporting landscape which also includes Sabrina Ionescu, Simone Manuel, Leo Baker, Caster Semenya and Ibtihaj Muhammad.
The ad, which debuted on 28 December, informs viewers just what makes these sports stars so unstoppable and asks fans and consumers to drop the sportswear brand a comment on what makes ‘you’ unstoppable?
The campaign also aims to drive viewers online for guidance on how to reach ‘your’ goals at https://go.nike.com/6yPO-6m_CeQ.
“Honestly, I’m still figuring out what my ‘why’ is,” commented current US Open champion Osaka in the campaign press release. “Right now, I go on court with the purpose of making history. I am proud to be the first Japanese person to win a Grand Slam. Off court, I like the idea of inspiring the next generation. I would not be here without the people who inspired me growing up, so the idea that I may potentially do the same for the next generation is why I keep grinding.”
The 60-second spot is the very last instalment of Nike’s powerful 2020 ‘You Can’t Stop Us’ pandemic campaign which was influenced by the challenges of Covid-19 and which highlighted how an athlete’s mindset – whether elite professionals or committed amateurs – helps people achieve their goals after they identify their own personal ‘why’.
Comment:
There is no doubt that for most people around the world 2020 was a year filled with challenges, hardships, uncertainty and tragedy, so it seems fitting that as the year comes to a close Nike took a brief moment to reflect on a year of resilience and perseverance.
The launch of Nike’s ‘You Can’t Stop Us’ brand platform was back in March at the start of the coronavirus pandemic and it saw the brand invite athletes to ‘Play For The World’ by providing various fitness tools to help them stay active in lockdown.
The debut work was followed by a series of campaign strands through 2020 including May’s ‘Never Too Far Down’, July’s ‘You Can’t Stop Us’, September’s ‘You Can’t Stop Sisters‘, plus October’s ‘You Can’t Stop our Voice‘ and ‘You Can’t Stop LA‘.
While this late December ad is the final installment of ‘You Can’t Stop Us’, Nike says it will continue to offer workouts and motivational content on the Nike app, the Nike Training Club app, the Nike Running Club app, and via its digital social channels through 2021.
Links:
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