Following on from its ‘Unlimited Courage’ film, NIKE has unveiled a new film that captures how ‘an unlimited mind-set can be the key to breaking through limits, while staying forever young.’
‘Unlimited Youth’ celebrates an extraordinary athlete, Sister Madonna Buder, and her determination to defy conventional conceptions of age. It is the latest instalment in Nike’s ‘Just Do It – Nike Unlimited Campaign’, which hails both the everyday athlete and the champion athletes who regularly push beyond the unimaginable.
Sister Madonna Buder didn’t start running until age 48. Running eventually evolved into swimming and biking and her first IRONMAN triathlon at age 55. Now 86 years old, with more than 370 triathlons under her belt, 45 of those at iron distances, Sister Madonna is still going strong.
Her steely resolve has earned her the nickname the ‘Iron Nun’. Along the way she’s had some setbacks – missing a race finish by a matter of seconds, multiple broken bones, wetsuit issues – but, she proclaims, “The only failure is not to try, because your effort in itself is a success.”
“Our ‘Just Do It – Nike Unlimited Campaign’ is breaking new ground and connecting with consumers by celebrating the everyday athletes and champion athletes who push their limits daily,” said Greg Hoffman, Nike Chief Marketing Officer.
“Sister Madonna Buder is yet another amazing example of what can be achieved when we realize that limits are only as big as we make them. We hope her story connects and inspires others to reach past their limits to realize their own unlimited potential.”
‘Unlimited Youth’ is part of a wider campaign that includes ‘Unlimited Future’, ‘Unlimited You’, ‘Unlimited Courage’ and ‘Unlimited Together’. The campaign has amassed over 275 million global views across multiple platforms to date.
NIKE also profiles a number of its premier athletes including Gabby Douglas, Simone Biles, Ashton Eaton and Allyson Felix, detailing in-depth the resolve that victory requires. The films are just one component of Nike’s global campaign celebrating athletes around the world across a key year of sport.
Consumer activations are taking place in Los Angeles, London, New York, Paris, Rio, São Paulo, Shanghai and Tokyo, with the Nike Unlimited Cross-Category footwear collection available at retail across the globe.
