A narrator explains to athletes how they’ll achieve things they never dreamed they could. His predictions are beyond what the beginner athletes ever imagined. They don’t believe him. The group of athletes who’ve had success are living up to his prediction. That makes the narrator proud.

The narrator, confident and full of pride about the athletes he’s pushed to success, is caught off guard as athletes take his predictions beyond what he ever dreamed they could be. Athletes of all abilities decide to push their limits to the brink and it sends the narrator into a tailspin as he tries to regain control of the stories he easily predicted not long ago. In the end, the narrator finds that he will never regain control. The athletes have discovered the most fun and success by pushing beyond any limits the narrator set and more importantly limits they set for themselves.

Nike sees sport as a way that we all learn to question notions of our own limitations. Sport teaches us to push past places we’ve been before, and that brought us to a fun thought of how we could represent that by defying the well-worn clichés of the sports montage. Besides fitting well with the iconoclastic tradition of Nike as a brand, this approach also felt right for our times. The campaign fits with a culture that’s continuously critiquing, editing, parodying, and transforming its content, pulling back the curtain to reveal the artifice underneath. In this context, “Unlimited You” pulled back its own curtain to laugh at conventions Nike helped conventionalize, and then, like the athlete, push past them.