Nike usually goes big. They hire the world’s most famous athletes, pay them millions, and film them doing impossible things in slow motion with high-end cinematic lighting. But in 2012, right as the London Olympics were kicking off, they did something weird. They released the Nike Find Your Greatness ad, and honestly, it changed how we think about sports marketing forever.
There were no gold medals in this spot. No roaring crowds of 80,000 people. Instead, we got a shot of a lonely road in London, Ohio. Not the fancy London with the Big Ben and the Queen, but a flat, dusty stretch of pavement in the American Midwest. The camera stays still. It doesn’t move for what feels like an eternity. Then, you see a small figure in the distance.
It’s Nathan Sorrell.
At the time, Nathan was a 12-year-old from Ohio who weighed about 200 pounds. He isn’t sprinting. He isn’t "winning." He’s struggling. You can hear his heavy breathing. You see his determination, but you also see the physical toll of a kid trying to change his life one step at a time. It’s raw. It’s uncomfortable for some. It’s also the most honest thing a sportswear brand has ever put on screen.
The Strategy Behind the Scenery
Most people think Nike spent a fortune to be part of the 2012 Olympics. They didn't. Adidas was the official sponsor and paid roughly $150 million for that privilege. Nike was technically "ambush marketing." Because they weren't official sponsors, they couldn't use the Olympic rings or even mention the Games.
So, they got creative. They filmed in places named London that weren't the London. London, Ohio. Little London, Jamaica. London, Nigeria.
It was a brilliant legal loophole, but the message was deeper than just dodging a lawsuit. By moving the camera away from the podiums, Nike made greatness feel accessible. They basically told the world that greatness isn't some rare DNA strand found only in people like LeBron James or Serena Williams. It’s a choice. It’s something you do at 6:00 AM when nobody is watching.
👉 See also: NFL Fantasy Pick Em: Why Most Fans Lose Money and How to Actually Win
The voiceover, delivered by Tom Hardy, is what really seals the deal. He doesn't shout. He speaks with this calm, almost philosophical tone. He argues that greatness is not some "prodigious gift" or "reserved for a chosen few."
Why Nathan Sorrell Matters
When the Nike Find Your Greatness ad aired, it sparked a massive conversation. Some people were worried. They thought Nike was exploiting a kid. Others found it incredibly motivating.
The reality? Nathan wanted to be there.
Nike didn't just film him and leave. They actually stayed in touch. Nathan and his mother both signed up to lose weight together. It wasn't a "fake" performance for the cameras. The sweat was real. The exhaustion was real. That’s why it resonated. We’re so used to seeing airbrushed perfection that seeing a kid actually struggle on a hot road felt like a slap in the face—in a good way.
It’s about the "Jogger" spot specifically. That one 60-second clip did more for the Nike brand than a dozen celebrity endorsements could have done that year. It tapped into the universal human experience of starting something difficult. Most of us aren't Olympians. We’re just people trying to get off the couch.
Breaking the "Chosen One" Myth
Marketing usually relies on aspiration. "Buy these shoes and you’ll jump like Mike." It’s a lie, but we buy into it because we want to feel closer to that level of excellence.
✨ Don't miss: Inter Miami vs Toronto: What Really Happened in Their Recent Clashes
"Find Your Greatness" flipped the script.
It moved the goalposts. It suggested that if you are breathing and you are trying to improve, you are already achieving greatness. This was a massive pivot for Nike. They went from being the brand of the "Elite" to the brand of the "Human."
The campaign included other athletes too. There was a kid doing a backflip into a lake, a girl playing soccer, and people of all shapes and sizes. But the Ohio road remained the anchor. It’s the visual everyone remembers.
The Technical Execution of the Campaign
Wieden+Kennedy Portland handled the creative. They are the same agency that gave us "Just Do It" back in 1988. They knew exactly what they were doing with the pacing.
- No Music: Notice there’s no high-energy pump-up track. It’s just ambient noise and a voice.
- The Long Take: The camera doesn't cut away from Nathan. This forces the viewer to sit with the discomfort and the effort.
- The Script: The words "greatness is no more unique to us than breathing" is a bold claim. It levels the playing field.
If you look at the data from that period, Nike's social media engagement skyrocketed. According to various marketing analyses from 2012, Nike saw a much higher "buzz" increase during the Olympics than Adidas did, despite Adidas being the official partner. People weren't talking about the official jerseys; they were talking about the kid on the road.
Lessons We Can Actually Use
So, what do we actually do with this? If you're a creator, a business owner, or just someone trying to get your life together, the Nike Find Your Greatness ad offers a pretty clear roadmap for mindset.
🔗 Read more: Matthew Berry Positional Rankings: Why They Still Run the Fantasy Industry
First, stop waiting for the "perfect" conditions. Nathan didn't have a stadium. He had a road. You don't need the best gear to start. You just need to start.
Second, embrace the "unpolished" version of yourself. In a world of Instagram filters and curated LinkedIn posts, authenticity is a superpower. People relate to the struggle much more than they relate to the trophy.
Third, understand that "greatness" is a moving target. It’s not a destination you reach and then stop. It’s the act of pushing past your own personal limits, whatever they happen to be today.
Actionable Steps for Personal Growth
- Define your "London, Ohio." What is the one thing you’ve been putting off because you don’t feel "ready" or "qualified" enough? Identify that specific task.
- Strip away the noise. For one week, try to work on a goal without posting about it or seeking external validation. See how the "quiet" effort feels compared to the "loud" one.
- Lower the bar for starting. If you want to run, don't worry about the 5K yet. Just put on the shoes and walk to the end of the driveway.
- Reframe failure as data. When you see Nathan struggling in that ad, you don't think "what a failure." You think "he's doing it." Apply that same logic to your own setbacks.
Nike proved that you don't need a gold medal to be worth watching. You just need to keep moving forward. Whether you’re an athlete or an entrepreneur, the message holds up. Greatness isn't something you find; it's something you create through sheer, stubborn persistence.
Next time you feel like you aren't "enough" to start a project or join a gym, remember that road in Ohio. It’s still there. And the only thing that matters is that you're on it.