If COVID-19 does not stand in the way of Romeo and Juliet, it means that it will not be an obstacle for people devoted to their passions either. In a recent Nike campaign, elite athletes such as Serena Williams, Venus Williams, Rafael Nadal, Naomi Osaka, Eliud Kipchoge, Caster Semenya, Cristiano Ronaldo, Giannis Antetokounmpo, and Denis Shapovalov, are portrayed as people that don’ give up so easily. By combining footage focusing on these sportspersons, Nike wants to send a strong message to the world: “You can’t stop sport. Because #YouCantStopUs.”

Helped by the Wieden + Kennedy Portland agency, the American sportswear giant wants to make us all more understanding with each other while also promoting the power of sport. In a 90-second commercial that coincided with the NBA’s return, Nike touches sensitive topics such as race, equality, and the Black Lives Matter movement. The film, which is shot using a split-screen frame, features 36 pairings of athletes while performing their respective sport. It is impressive that through a simple video we can notice the similarities between these athletes and the activities they practice.

The visual experience through which Nike aims to change people’s mentality for the better is narrated by the United States women’s national soccer team star Megan Rapinoe. “We’re never alone. And that is our strength. Because when we’re doubted, we’ll play as one. When we’re held back, we’ll go farther. And harder. If we’re not taken seriously, we’ll prove that wrong. And if we don’t fit the sport, we’ll change the sport,” reads the message.

But what gave us goosebumps is the moment when two athletes, Lebron James and narrator Megan Rapinoe, juxtaposed in the video, conveying the same kind message: “We have a responsibility to make this world a better place.”

“Players may be back on the pitch, but we are not going back to an old normal. We need to continue to reimagine this world and make it better,” says Rapinoe. “We have all these people in the streets, using their voices, and those voices are being heard. I ask people to be energized by this moment and not let up. I believe it’s everybody’s responsibility to advocate for change.”

Elite athletes from the tennis world have moved this initiative online: Serena Williams posted on her Instagram that nothing is more important than the moment when she meets her sister. Simona Halep’s caption stated that “It doesn’t matter how far or how fast you run. Just by making it to the starting line, we make each other stronger.” Félix Auger-Aliassime also takes things further by empowering people to “make a positive change in the world.” Each message is accompanied by the #YouCantStopUs hashtag.

Credits:

Client: Nike

Agency: Wieden + Kennedy