Nike doesn't need advertising. It needs work that deserves to exist. Work that moves culture — not just in sport, but across it. Work that finds the athlete truth and delivers it in ways that inspire, entertain, and motivate the masses. Over multiple years and campaigns, the assignment was always the same: tell true stories with zero compromise.
Leave Nothing. Black History Month. Training. The Human Race. Tiger. Women's. Olympics. Each campaign a different entry point into the same conviction — and a direct answer to competitive pressure from Under Armour and an upstart running category. The work didn't just hold Nike's position. It extended it.
