For any athlete, there are ups and downs and always bumps in the road. Nike really captures this and makes it okay to fail in order to succeed--that life doesn't come easy and sometime you won't do as expected. Using MJ as the spokesperson makes it relevant because usually all of his accolades are discussed-- we never hear about his failures. It allows the audience to see that even the world's best athletes come up short sometimes.
Wieden+Kennedy, Portland, OR
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