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Nike launched the latest stereotype-busting ad around the 2024 Paralympic Games, making it clear that the athletes involved have an eye-of-the-tiger mindset.
The 30-second spot, with a soaring Beethoven soundtrack and loads of action shots, gets its narration from renowned wheelchair fencer Bebe Vio.
“They say that just being here is winning—participating is winning,” Vio says in the commercial, speaking over quick-cut scenes of Paralympians in the throes of sweaty, fierce competition. “Last time I checked, winning is winning.”
The ad intends to “celebrate the incredible achievements of Paralympic athletes and redefine the essence of victory,” featuring athletes “who break barriers and challenge perceptions on the world stage,” per the brand.
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