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Commemorating 50 Years of Nike, “Seen It All” Looks Boldly at Nike’s Next 50

Timed with Nike’s 50th anniversary, Nike introduces its latest global brand anthem, “Seen It All,”which celebrates the strength of Nike’s past and the promise of its future. The film is directed by filmmaker Spike Lee and features more than 40 legendary and contemporary Nike athletes. Throughout May, Nike will provide access to exclusive content from the Department of Nike Archives (DNA), which houses some of the most iconic artifacts of Nike’s first 50 years. Through a variety of digital storytelling and physical retail experiences, athletes everywhere will get an inside look at content curated with DNA.

Over the past 50 years, Nike has been a champion for athletes and sport and will remain true to that. Nike’s 50th anniversary isn’t about looking back — it’s about looking to the past for inspiration as the brand expands sport for a new generation.

“At Nike, we have an innate desire to be better. Innovation is in our DNA. What sets us apart is how we express that culture of innovation – not just through the products we create, but also through our storytelling. Our brand voice sparks global conversation and inspires us all to be champions for progress. During our first 50 years, Nike has been the champion of sport and athletes* everywhere, because we believe in the power of sport to move the world forward. As we look to our next 50 years, we will continue to innovate to serve the future of athletes* and sport”, a statement from Nike’s very own, DJ van Hameren, EVP and Chief Marketing Officer.

Timed with its 50th anniversary, Nike presents its latest global brand anthem, “Seen It All,” celebrating the strength of Nike’s past and the promise of its future.

The film is directed by Spike Lee, who remixes his iconic role as Mars Blackmon. The film begins with Mars passionately commenting on the epic sports moments and iconic athletes of the past 50 years, then turning to a young, confident protagonist named Zimmie who conveys the raw optimism, pure energy and unlimited potential that can be found in the next 50 years of sport. The spot includes footage featuring more than 40 legendary athletes.

“Together with Nike, we are collectively creating the future of sport for athletes everywhere. Sport is inspiring because it shows us that we’re all works in progress – whether you’re trying to be a better athlete or a better human”, Giannis Antetokounmpo stated. Additionally, Sabrina Ionescu claimed, Nike continues to expand sport for a new generation. Programs like Nike’s Athlete Think Tank are why I’m proud to wear the Swoosh and why so many incredible athletes do, too. I’m excited by the promise of what’s ahead and the impact sport can have for future generations.”


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