Advertising Strategy

How Nike’s “You Can’t Stop Sport” Could Soar Higher

Lots of COVID ads tell us “we’re better together,” but Nike’s “You Can’t Stop Sport” really scores.

Like many Nike ads, “You can’t stop sport” captures the spirit of perseverance that fuels athletes. But during COVID, it has a universal message because today, everyone—from elite athletes playing ball in empty stadiums to parents and kids playing ball in the driveway—needs to harness that tenacious spirit.

This message of triumph over adversity, combined with a highly distinctive visual device, used throughout the 90-second ad is what makes it break through. Using a split-screen visual device,

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