W+K Portland's Epic Nike Spot Inspires 'Terrible' Athletes to Push Their Limits

By definition, unlimited means being or seeming to be without limits. Its synonyms include: boundless, indefinite, unfathomable, infinite... For Nike, unlimited also means endless possibility, when it comes to its athletes and when it comes to its designs. In turn, each pushes the other past perceived boundaries towards a sub-two-hour marathon or a first marathon, a world record or a personal best. Unlimited means never defining oneself by what came before. It means defying expectations, even one’s own. Unlimited declares that there is no 'happily ever after' and there’s no 'too far.' There’s only 'What’s next?'

The 'Unlimited You' film from W+K Portland marks the second instalment in Nike’s Just Do It 'Unlimited Campaign,' which includes the 'Unlimited Future' film and the company’s recent series of athlete shorts, with more to come through the month of August. The campaign hails both the everyday athletes and the champion athletes who regularly push their limits — and who are poised to prove their unlimited potential this summer and beyond.