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By Nike and Wieden + Kennedy Portland again raise the issue of struggle against themselves for the sake of sports dostizheniy.







By long tradition, they do not just say that the sport is difficult and painful, they are trying to encourage both professional athletes and enthusiasts of the fact that every time you fall sick and offensive, they got up to his feet and continued to move forward. Because everyone is sure to fall, and it all depends on how fast you can get to his feet? And of course, Nike has in mind not only the physical ups and downs. In sports, a lot depends on psychology and raise their morale after the failure is more difficult than treating the body.

In the new spot «Human Chain» («The human chain») Nike, Wieden + Kennedy and directed by Brian Beletic of Smuggler show that the sport - it's an endless chain of training and competition, in which each link - is the athlete. And to ensure that this chain is not interrupted, you need to find the strength to get up immediately after the fall.

Illustrates this point favorite athletes to contracts by Nike and the new known and unknown faces.

Lance Armstrong, a man of legend, beat cancer and won the Tour de France a record seven times, six of them after cancer.

South African runner disabled Oscar Pistorius, who was not allowed to the Paralympic Games because of the high-tech prostheses, and he will try to qualify for the London 2012 Olympics, to compete with ordinary athletes.

Maria Sharapova, received a serious shoulder injury in August 2008 and won the first tournament after surgery in October 2009.

As well as a basketball player Deron Williams, heavyweight fighter Rampage Jackson, American football player Ladanian Tomlinson, football player Kun Aguero and even a little girl, to master the martial arts.

Roller launched a national US broadcast in the evening on February 12, during the opening ceremony of the XXI Olympic Winter Games in Vancouver. The soundtrack is written by British band The Hours Ali In the Jungle.

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• 15 February 2010
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