Nike’s Human Chain: When Only Finish Matters

Nike is impressing again. Just in time for the Olympics the brand has launched an inspirational spot “Chain”, showing the huge power of will which helps sportsmen hit the records, both official and personal. The spot is demonstrating the chain of athletes, Lance Armstrong, Maria Sharapova, Rampage Jackson, Oscar Pistorius and a six-year-old in China learning martial arts and many others are going beyond the possible to become champions, primarily for themselves.


They all have their stories of falling down and getting up, and they know it very well how to recover from fatal illnesses and bad injuries. They are forming the chain of those who constantly overcome difficulties and failures and eventually get back to sport. «It’s not how you start, it’s how you finish. It’s not where you’re from, it’s where you’re at. Everybody gets knocked down, how quick are you going to get up?» assures the voice in the song from the spot.


Nike is also asking people to tell their won Just Do It story at the Facebook fan-page of the brand. As for now the page is unavailable, but soon it will be open to share examples of personal achievements.