When approaching brand creative I prefer questions over critiques and right now I'd like to ask Nike if they are asking right questions.

Nike is a brand that has long attached themselves to our attachment to pro athletes but that connection is weakening. While Gen-Z is an extremely active generation they consume much less live sports programming than their predecessors. Gen Alpha's parents are encouraging sports participation at high levels yet their little ones watch even less, preferring video games, movies, and influencer content.

The inspiration and identity of the athlete is still a huge cultural touch point, it just so happens that it might not be found in some hall of fame record book yet Nike's latest campaign focuses squarely on the figures that are becoming less influential in athletic aspirations. No doubt these athletes influence extends far beyond the courts, fields, and other spaces they provide their greatest inspiration but are there others who better represent our connection to sports?