Nike Gives Paralympian Scout Bassett the Final Word in Its ‘Unlimited’ Campaign

By Erik Oster 

W+K Portland signed off on Nike’s “Unlimited” campaign with “Unlimited Will,” starring Kyle Maynard, earlier this month, but paralympian Scout Bassett has the final word in the campaign in a new spot Nike made with production company Dirty Robber.

Like its predecessor “Unlimited Pursuit,” the spot skips the meta voiceover approach that characterized each of W+K’s efforts, instead letting the 27-year-old, 4’9′ paralympian tell her story in her own words. And it’s a pretty impressive story. When Bassett finished dead last when she attempted to make her first U.S. team four years ago, the only thing she gave up was her job. A year later, after devoting herself full-time to training, she not only made the team, she won the 100 meter race at the U.S. trials.

Now the female T42 Paralympic American record holder in the 100 and 200 meters and the world record holder in the 400 meters, Bassett claims “The only person that’s going to have power over me, is me.”

The spot arrives ahead of the Paralympic Games in Rio next week, where Bassett hopes to take home two gold medals. It’s a fitting end to the campaign, with Bassett exemplifying the philosophy behind “Unlimited.” The pacing and tone are mostly on, with the ad feeling like it tells Scout’s story fairly economically without overstaying its welcome, (it clocks in a little over two minutes) even while sharing some of the same footage as “Unlimited Pursuit.”


Nike Creative Director: Tad Greenough
Production Company/Agency: Dirty Robber
Exec Prod: Jason Puris
Exec Prod: Chris Uettwiller
Director: Martin Desmond Roe
Director of Photography: Dustin Lane
Creative director: Martin Desmond Roe & Nick Frew
Post production Company: Coyote Post
Post production supervisor: Carlos Gonzalez