Nike wanted to remind Londoners of the city’s grit and resilience, and how that resilience leads to a self-belief and determination to push your human potential. Nike wanted to instil pride in Londoners for their city and remind them that there is no limit to what they can achieve within it, in the future. Following the launch of Unlimited London a few weeks back, the next phase was Nike campaign kicked into gear with OOH and print media going live across the city.