Nike has launched a campaign created by Wieden & Kennedy London to celebrate tennis star Rafael Nadal as he competes in the final tournament of his storied career.
"Greatness" features a brand film, directed by Martin de Thurah through Epoch, and narrated by Nike co-founder Phil Knight.
The film pays tribute to Nadal’s achievements and his enduring impact on tennis.
Knight says: "The thing I remember most about Rafa is the expression on his face when he’d get down—he’d twist his mouth and his eyes would narrow, and you would say to yourself, ‘Oh, look out, he’s put his game face on'".
“You could always see that tenacity. When he hit a forehand, the ball changed shape, he’d hit it so hard. And no-one was going to outlast him in a five-set match. He was always fun to watch and he was never out of a match.”
Nadal’s career statistics underline his status as one of the sport's all-time greats. He has claimed 22 Grand Slam titles, including a record-breaking 14 victories at the French Open, cementing his legacy as the "King of Clay."
In addition, Nadal has won two Olympic gold medals, 92 career titles and nearly 1100 singles match wins over his 23-year professional career.
For 17 consecutive years, he maintained a spot among the world’s top 10 players, including more than four years as the world’s number one.
A Nike athlete since the age of 13, Nadal collaborated closely with the brand on custom footwear and apparel that matched the evolution of his game and personal style. His signature Raging Bull logo has become synonymous with his relentless drive and success.
Beyond his competitive achievements, the campaign also highlights Nadal’s influence off the court. His Rafa Nadal Foundation supports youth development through sports, and the Rafa Nadal Academy offers high-performance training alongside education through its international school.
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