TBM BLOG

Nike’s ‘Nothing Can Stop Us’ Theme Continues

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Nike is no stranger to the frontlines—and not just of sports. The brand has long made its stance clear on issues that pertain not only to sports and its players but the entirety of their massive global audience. From 2018’s Colin Kaepernick spot that highlighted budding controversy in the NFL as players kneeled during the national anthem as a protest against racial inequality and police brutality, to their most recent sombre spot that saw the brand rejoin the global conversation around racism. Nike has never shied away from making their values and brand position known. Their newest video creation is no exception. Another in the “You Can’t Stop Us” theme, Nike and W+K Portland repurposed only archival footage in a feat of editing genius remind us of the unifying power of sport in a time when the threat of COVID palpably hangs over the prospect of such large gatherings.

Narrated by Megan Rapinoe, the spot features everyday athletes, along with stars such as Rapinoe, LeBron James, Naomi Osaka, Eliud Kipchoge, Caster Semenya, Cristiano Ronaldo, Giannis Antetokounmpo, Serena Williams, Colin Kaepernick and Kylian Mbappé.

Nike once again tells the world—sports fans, players, and everyone else—that change is coming. And they can’t stop us.