Sweat, tears, joy and pain.
The lives of professional athletes are punctuated by ups and downs, the most unbridled cheering, the front pages and trophies, but also those moments when a mistake, a defeat or an injury determines, for others, the end of an entire career.

And it is precisely to all the athletes who never gave up that Nike decided to take inspiration for the new Never Too Far Down campaign.

A campaign told by LeBron James with the participation of world-famous athletes such as Serena Williams, Tiger Woods, Cristiano Ronaldo, Rafael Nadal and many others.
One clip after another of the worst and best moments of their careers, in a crescendo of emotions and thrills.

“But it’s when we’re given no chance that we somehow found that last bit of strength to keep fighting. And then we did what no one thought we could, not even ourselves. We came back from the impossible.”

LeBron says when the images of the most difficult moments, leave room for comebacks, for the strength of mind and the joy of having made it when it seemed no longer possible.

A campaign launched by Nike at a time when sport, and everything about it, has come to an sudden halt.
A time when all the stadiums and fields in the world have stopped, have been closed due to the spread of coronavirus.

“Right now we’re fighting for something much bigger than a win or a championship. But if we learned anything from sports, it’s that no matter how far down we may be, we are never too far down to come back.”