The real spirit of sport

Sure Nike can do the celebrity razzle-dazzle – check out the latest McIlroy/Woods production number – but where the brand really comes into its own is the ability to capture the essence of grassroots sport. For Nike, the real spirit of sport is on the streets.

I have only recently come across this ad, in which the brand expresses the views of ice hockey supporters locked out of their favourite sport by a financial dispute between owners and players.  I can’t imagine that another sports brand would have even attempted this, let alone deliver something this simple and effective.

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