Eliud Kipchoge is the fastest marathoner of all time, and Nike decided to pay tribute to him in its latest video campaign. Only, you won’t see much of Kipchoge himself.
On May 6, 2017, Eliud Kipchoge fell short. He was Nike’s best hope of breaking the 2-hour marathon mark. Despite heavy preparation and coaching, he crossed the finish line after 2 hours and 25 seconds. And worst of all, the race was not approved by the IAAF (International Association of Athletic Federations), which means his record time was not recognized either.
But Kipchoge still ended up winning. In Berlin, last Sunday, he not only won the race, but he also broke the world record and became the fastest marathoner of all time.
It’s as if Nike had always believed Kipchoge would do it. In its now famous 30th anniversary spot, that debuted earlier this month, the company shared footage of the marathoner with the caption “Don’t try to be the fastest runner in your school or the fastest in the world. Be the fastest ever.”
As a tribute to the immense achievement Eliud Kipchoge performed, Nike released a beautiful and hypnotic video tribute to the man. Kipchoge only appears for a few seconds at the end of the spot. And that’s because it puts you the viewer in his sneakers, and you discover key messages painted on the ground.
Agency: Wieden + Kennedy Portland
Executive Creative Directors: Eric Baldwin, Jason Bagley
Creative Directors: Alberto Ponte, Ryan O’Rourke
Writer: Caio Mattoso
Art Director: Rodrigo Mendes
Director of Production: Matt Hunnicutt, Mike Davidson
Executive Producer: Jake Grand
Producers: Mauricio Granado, Tiffany Golden
Strategic Planning: Andy Lindblade, Nathan Goldberg