“It’s only crazy until you do it”. That’s the message Nike is trying to convey when they created this film that celebrates the career of Serena Williams.
In 1988, Nike inspired a revolution in sport participation and the drive to chase one’s crazy dreams. That inspiration came from a series of advertisements tagged with three simple words: Just Do It.
Since then, Just Do It has stood as a rally cry that inspires self-belief and has helped athletes become their best by leveraging the power of sport.
Today, as Serena Williams steps on the court at the US Open, Nike releases its latest Just Do It film, ?Voice of Belief.? By blending archival and match footage with a voiceover by Serena?s father and first coach, Richard Williams, the spot highlights Serena?s dream-come-true of playing center stage in New York City.
That dream was born on the courts of Compton, California, when she was just a young girl training with her father. The belief that she could make that dream a reality has stayed with her every step, swing and serve of her career.
Serena?s 23 Grand Slam titles, six won at the US Open, is evidence to the world what is possible when you dare to dream big.
?Voice of Belief,? which was created by Nike and Portland-based agency Wieden + Kennedy, will air on ESPN during the first two rounds of the US Open. The film is part of a summer-long celebration marking the 30th anniversary of Nike?s famed call to action. Just Do It activations will continue in a series of powerful moments and films throughout the remainder of the year.
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