Nike’s Olympics campaign featured three spots about everyday athletes who defy the odds.

“Unlimited Will” features Kyle Maynard, an accomplished mountaineer, tackling a steep and icy climb. As he pushes himself, he is encouraged by our narrator. But as the camera pans back, the narrator realizes Kyle is climbing with no arms or legs. He begs him to retreat to a safer activity, but Kyle laughs it off and pushes on.

During a time of steadily declining youth participation in sport, it’s a sad irony that our greatest global celebration of movement and physical achievement turns so many of us into passive spectators. And while the Olympics inspire brief spikes in activity, sport has become more and more about us (regular people, watching) and them (athletes doing). So Nike wanted to create a campaign about how sport lets all of us discover potential far beyond our expectations. And how better to make that point than by featuring athletes pushing past ideas of age, gender, or disability to take their bodies beyond what some would believe possible? For Nike, sport is about challenging ideas of what’s possible or right. And even as the rights of athletes to compete have often battled culture and convention, we wanted to remind everyone that sport is never about what other people say you can do.