New Nike spot parallels sports resilience and hope with our challenging times

Titled Never Too Far Down, the LeBron James-narrated spot features epic sports comeback stories to offer hope and inspiration

The spot, created by Wieden + Kennedy Portland, features a wealth of elite athletes, including Serena Williams, Tiger Woods, Rafael Nadal, Cristiano Ronaldo, and Naomi Osaka, overcoming famed moments of adversity.

In its voiceover, it makes a direct connection between the challenges the world is facing with coronavirus and the hope that can be inspired by sport. Speaking in the film, James says: “Right now, we’re fighting for something much bigger than a win or a championship. 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 whole world, we’re fighting for something bigger than a championship right now,” comments James on the ad’s message. “People are struggling and this continues to be an incredibly difficult time. For me, thinking forward to a time when we’ll be able to play again, it keeps me going. Even if basketball looks different for a while, I’m excited about the possibility of getting back in the game because I know how inspiring and powerful sports can be. I think the lessons we learn from sport can inspire us all.”

Agency: Wieden + Kennedy Portland
ECDs: Eric Baldwin, Jason Bagley
Creative directors: Alberto Ponte, Ryan O’Rourke
Creatives: Lee Jennings, Kevin Steele
Production company: Park Pictures
Director: Lance Acord