THE CHALLENGE
Every Olympics, brands trot out triumphant athlete profiles with training montages, medals, and glory. But those stories start in the middle. They skip the part that made these athletes who they are: where they came from, and what they had to overcome before anyone knew their names.

THE SOLUTION
Champions don't get to choose their beginnings. Serena grew up in Compton. Mo Farah was separated from his family. Neymar had to carry the weight of his country's expectations. The only thing they got to decide was what they did next. We represented the world's greatest athletes as babies and gave them a pep talk: “You don't decide how your story begins. But you do get to decide how it ends.”

Then we handed the idea to the athletes. On Opening Day, every Nike athlete across every sport and every country posted a childhood photo with their origin story. It wasn't a campaign. It was a takeover.

THE RESULTS
• 23M organic views in first day.
• Ranked as best 'ambush marketing' campaign at Rio 2016.
• Sparked athlete-driven social takeover across every Nike-sponsored country.