NIKE’S BEST DAY EVER CAMPAIGN SEES A UTOPIC FUTURE FOR ALL ATHLETES

If theres one brand thats constantly pushing the possibilities of tomorrow and suggesting an ambitious future for sports and a new generation of athletes, its Nike. Nikes newest campaign titled Best Day Ever imagines a utopic tomorrow where athletes can unleash their potential to the fullest and encompass the world of sports with inclusivity, full of mirth, creativity, and the eagerness to be better.

Narrated by Lupita Nyongoo, the campaign features the future of sports with renowned Nike athletes including Shelly-Ann Fraser-Pryce, Diede de Groot, Aja Wilson, Lebron James and Serena Williams. The campaign sees Shelly-Ann Fraser-Pryce sprint the 100m in under ten seconds, wheelchair-bound tennis star Diede de Groot premiere her own computer game, and Aja Wilson persuade the world that sport is a human right. The videos key focus is the prospect of what sports may be in the future, inspired by the goals of a new generation of athletes who are redefining tomorrow.

According to DJ van Hameren, Nikes chief marketing officer and a former cyclist and speedskater himself, says Nike believes sport has the power to “inspire, create community and provide a platform for positive change,” which are greater markers of success than winning and losing.

For us, a successful result is also about what comes before, the invitation to pursue something you’re curious about, something that you just want to learn,” says van Hameren. “That’s how Ive always thought about the role of sport in life—it can be an amazing driver of progress, for individuals as well as within communities and society at large.

I think of sport as a form of education,” says van Hameren. “You’ll learn how to win, how to lose. But you’ll also learn how to connect. You’ll learn about yourself. You’ll learn what excites you, what interests you—and you’ll do it through multiple stages in life. It may not start with, Im going to grow as a person because Im doing this sport, but one day you’ll inevitably look back at that experience, and see how you developed through the lessons you learned and the people you connected with. I know that’s true for me.”