Nike, Inc. (NYSE:NKE) unveiled the final film in its “Just Do It – Nike Unlimited Campaign,” titled “Unlimited Will.”
The last installment of the film series celebrates athlete Kyle Maynard, the first quadruple amputee to ascend Mount Kilimanjaro without the aid of prosthetics. Now 30 years old, Kyle was born with a rare congenital disease, but he did not allow this to affect his participation in multiple sports.
“If you’re doing something first, you don’t have that path laid out for you so you just have to go and figure it out,” Maynard explained. “You learn how to use your mind. You learn: How do I not fall apart when I have something bad happen to me? How do I get through and overcome bigger challenges? How do I adapt? The lessons that you learn in your sport can transcend into every area of your life, in your relationships and in just any dream that you have.”
Greg Hoffman, Nike chief marketing officer, said: “We have seen an incredible response from consumers around these series of films. We’re expanding the definition of athleticism and allowing people around the world to see themselves, and their potential, through the lens of these amazing athletes like Kyle Maynard.”