In 2020, the whole world was experiencing so much uncertainty and fear, suffering from a pandemic, social injustice, and a downward spiraling force of fake news.

With the absence of sports coming almost overnight, we didn’t have time for robust research. But if there’s one thing we’ve seen while working on Nike, it’s that athletes and sport find a way to push through.

Sport was the beacon of truth, proof, and inspiration the world needed.

When the world was brimming with uncertainty and darkness, people needed truth, proof, and hope.

Nike’s film, Never Too Far Down, reminded us that no matter how down and out we feel, no matter how underestimated we are, we can always come back.

Nike’s primary audience are teens and young adults, 16-25 years old, but in 2020 we were talking to a much larger audience. Cities around the world were now trapped at home. Sport everywhere had been taken away. People, especially teens, had their lives turned inside out and upside down.

From ongoing research with youth athletes, we know that sport plays an empowering role in the lives of our primary audience. And in difficult times, sport becomes an even more valuable outlet for youth.

The film launched during Tiger Woods’ televised comeback on May 23rd 2020. It quickly became a beacon of resilience during a turbulent time.

Coinciding with the tv launch, the film also ran on Nike's social channels with a paid and organic approach.

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