Nike Looking for Greatness in Ordinary People and Places

Olympic-timed work, for once, is celeb-free

Nike is playing both sides of the field, to strain a metaphor, with its just-launched "Find Your Greatness" campaign from Wieden + Kennedy. The effort finds the global sports behemoth aligning itself with the "little guy" just in time for a big-bucks de facto Olympics campaign. Nike's not an official sponsor, but seeks to "subversively" ride the buzz of the London Games by focusing on everyday folks and local athletes of all ages and skill levels in less glamorous Londons—those in Ohio, Canada, Jamaica, Nigeria, Norway and elsewhere.

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