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Everyday athletes find their inner strength

Nike was increasingly being seen as a brand dominated by professional athletes and their feats of greatness. We wanted to return the brand communication towards the power of the everyday athlete.

From this insight, we created a series of powerful ads inspiring people to push their limits in their respective sport. Working with Finnish photographer Markku Lahdesmaki, each image captures the mindset of the athlete's road to becoming their personal best.

  • My Role: Senior Art Director | Client: Nike | Agency: Cole & Weber | Writer: Jim Elliott | Executive Creative Director: Guy Seese | Photographer: Markku Lahdesmaki, Jim Kemper

Nike Inner Strength Deep Print
Nike Inner Strength Further Print
Nike Inner Strength Lunch Print
Nike Inner Strength Inner Drive Print
Nike Inner Strength Release Print
Nike Inner Strength Dig Print
Nike Inner Strength 30 Minutes Print
Nike Inner Strength On Deck Print
Nike Inner Strength Devotion Print
Nike Inner Strength Year Round Print

© 2025 Travis Britton