The Breath of Athletes Drives an Intense Nike Tale

Spot Builds Tension With Unique Soundtrack

By Ann-Christine Diaz. Published on Feb 12, 2018

Editor's Pick

A new Nike ad from Wieden & Kennedy creates drama out of a simple concept: air. The ad's soundtrack focuses strictly on athletes' breath leaving their bodies as they prepare for their big moment or while they're in the midst of competition.

In quick-cut scenes, with each gasp and sigh and gulp from pros including track and field athlete Deajah Stevens, surfer John John Florence, Paralympian Sarah Reinertsen and NBA star Giannis Antetokounmpo, tension builds. The story then reaches its intense climax during a wrestling competition, when the soundtrack cuts out and you realize the athlete may not be breathing at all.

Produced out of Anonymous Content, the spot promotes Nike's latest Air technology, Air VaporMax.

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Feb 12, 2018
Creative Director:
Alberto Ponte
Creative Director:
Ryan O'Rourke
Creative Director:
Chris Groom
Creative Director:
Antony Goldstein
Tim Arts
Stefan van den Boogaard
Head of Production:
Matt Hunnicutt
Senior Producer:
Erin Goodsell
Senior Producer:
Jake Grand
Mauricio Granado
Associate Producer:
Emily Knight
Director of Business Affairs:
Amber Lavender
Business Affairs Manager:
Rylee Millerd
W+K Studio:
Chris Streger
Creative Manager:
Shannon Hutchinson
Account Manager:
Chris Willingham
Account Team:
Vanessa Miller
Account Team:
Anna Boteva
Account Team:
Simone Jackson
Media/Comms Team:
Danny Sheniak
Media/Comms Team:
Reme DeBisschop
Media/Comms Team:
Emily Dalton
Media/Comms Team:
Stephanie Campbell
Media/Comms Team:
Graham Wallace
Andy Lindblade
Henry Lambert
Traffic Team:
Tim Bell
Traffic Team:
Maggie Harasyn
Production Company:
Anonymous Content
Editorial Company:
Joint Editorial
Peter Wiedensmith
Assistant Editor:
Kristy Faris
Post Executive Producer:
Leslie Carthy
Chris Girard
VFX Company:
The Mill
Creative Director:
Phil Crowe
2D Lead Artist:
Chris Knight
2D Lead Artist:
Nick Taylor
3D Lead Artist:
Michael Comly
3D Lead Artist:
Dan Warom
Post Executive Producer:
Anastasia Von Rahl
VFX Producer:
Andrew Gilson
Shoot Supervisor:
Chris Knight
Shoot Supervisor:
Robert Sethi
Color Company:
Company 3
Tom Poole
Alexandra Lubrano
Mix Company:
Joint Editorial
Noah Woodburn
Audio Assistant:
Natalie Huizenga
Music Company:
Jóhann Jóhannsson
Executive Producer:
Sara Matarazzo
Motion Graphics Company:
W + K

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