'Just Do It' Is Easier Said Than Done in Nike's Fun New Ad Campaign

Athletes set absurd obstacles for themselves in latest from W+K

“Just Do It” has always been an entreaty to face up to daunting athletic challenges and break through with sheer force of will. But in Nike’s new ads, athletes seem fairly undaunted from the start—and intentionally make their workouts more grueling, and “Just Do It” that much harder to accomplish.