For decades Nike has been telling us to “just do it.” You know, push to the extreme, give 110 percent—all your basic Crossfit-bumper-sticker philosophy. Now, thanks to Nike’s newest ad campaign, we get to see what it would look like if people actually Just Did It, no matter the consequences.
“Unlimited You” is a new short film that marks the second installment of Nike’s Just Do It “Unlimited Campaign” (the first was called “Unlimited Future“), and it shows both professional athletes and mere mortals pushing the limits of what’s reasonable.
Narrated by Oscar Isaac, the film kicks off with an inspirational bit about how all great athletes began as little kids sucking at their sport. But things escalate quickly when the subjects’ skill level increases, a gymnast quite literally breaks through the Just Do It tagline superimposed on the screen, and the narrator is left pleading with ambitious young athletes not to get themselves killed.
Probably the best part? The kid who’s ready to take on GoT‘s The Mountain in the ring without hesitation, as Isaac apologizes to his bystander mother in a moment of meta actor/narrator interaction.
It’s a pretty hilarious bit of self-awareness from Nike, one that still somehow showcases the brand’s patented Braveheart-style, don’t-ever-give-up mentality. And, as always, it shows top athletes—Aaron Gordon, English Gardner, Giancarlo Stanton, Kevin Durant, Mo Farah, Neymar Jr., Nyjah Huston, Serena Williams, Su BingTian and Zach LaVine—doing cool shit.
Well played, Nike.