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Nike with Andy Lindblade, Head of Strategy at Wieden + Kennedy, Portland

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Is There a Difference Between Youth and Elite Athletes?

In the years leading up to the London Olympics, there was a lot of conversation about super-elite athletes. And it seemed to us that they were almost becoming so elite that these younger kids had trouble kind of relating to them beyond the fact that they were like supreme Zeus-like figures on TV or posters. So we started thinking around how, and more of the creative end at the time that, that greatness wasn't beholden to the, all the elite athletes in the world.

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