In 2012, Adidas had exclusive rights to the London Olympics, leaving Nike out of the spotlight. However, Nike cleverly used this situation to their advantage by refocusing their marketing on everyday heroes, rather than just professional athletes. They chose to feature Nathan Sorrell, a 12-year-old boy who was dealing with his own personal struggles, to show that true greatness is about overcoming personal barriers, not just excelling in sports. | Historyinmemes