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LeBron James narrates Nike ad connecting sporting comebacks to pandemic perseverance


By Imogen Watson, Senior reporter

May 26, 2020 | 2 min read

Against a backdrop of iconic sporting moments, NBA legend LeBron James narrates Nike‘s latest lockdown ad, presenting sporting triumphs as inspiration for those persevering through difficult challenges.

Nike - Never Too Far Down

“We‘ve all been underestimated and counted out. Those moments it felt like it was over,“ James voice coolly intones, as the film flicks through shots of remarkable moments in sport, including James himself down 3-1 with the Cavaliers, Serena Williams as she battled Karolína Plíšková 1-5 down in the third set at the Australian Open, and the moment Tiger Woods dropped to the ground due to extreme back pain at the final round of The Barclays.

“But it‘s when we‘re given no chance that we somehow found that last bit of strength to keep fighting,“ James continues, while the spot casts over comeback stories that have now gone down in history.

Seboka Erre is remembered for crawling over the Hannover Marathon finish line to claim second place, while the ad recalls the New England Patriots‘ seizure of the Super Bowl from the Atlanta Falcons after a 25-point comeback. James is seen leading the Cavaliers to become the first team to overcome a 3-1 deficit in NBA finals.

“We came back from the impossible, from being broken. We found a way when it seemed hopeless. We came back when we should have been long forgotten,“ James says.

The scenes of painstaking resilience work to remind people that during the global pandemic, they‘re ‘Never Too Far Down.‘

The uplifting spot is part of Nike‘s ongoing campaign ‘You Can‘t Stop Sport,‘ designed to motivate people through the pandemic.

Nike: Never Too Far Down by Wieden+Kennedy

By Nike

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