The Story Behind Nike’s Promo, “Find Your Greatness”

Every person has greatness within them. What’s yours?

In 2012, Nike launched a worldwide ad campaign known as “Find Your Greatness.” The ad focused on everyday athletes, and Nike’s commercial coincided with the 2012 Olympic games in London, England.

Nike hired ad agencies to write and produce the commercials, and that included putting out a nationwide casting call to select the featured athlete. One respondent was Nathan Sorrell, a young man from London, Ohio.

Nathan was big into sports, but he also hated running. That was a problem. The script called for the featured character to be shown running down a rural road with a voiceover talking about ‘finding greatness.’

Nathan didn’t want to do it. But the casting director thought Nathan was just the right person to do the commercial. He motivated Nathan to give the run a try.

Nathan did, and he got the part.

The day of shooting was hard for Nathan. He was overweight, and the shoot had him running the whole day. After a second take, Nathan ran over to a ditch and vomited. After the film crew made sure that he was okay, his mother (who was with him during the shoot), said: “We’ll do this commercial, and then we’ll both work out and get in shape.”

Nathan agreed. And after 50 takes, the shoot was a wrap. The commercials debuted on July 27th and played in 25 countries.

Nike’s spot was a hit, but there was a backlash, too, about Nathan’s weight, weight loss, and the need for people to be happy with who they are (and what they weigh), no matter who they are.

Nike wanted to inspire people to work toward any goal they might have in mind. And, true to that theme, both Nathan and his mother achieved their weight goals.