Nike: Is There a Cultural Shift?

I think because the Nike work has been so great for so long, it becomes a little easier to see where there's been shifts that maybe reflect something that's happening in culture. And what happened there was that sort of where the brand was thinking, okay, it just can't be about elite athletes in marketing communications and in advertising. There is a cultural shift that we're creating that's reflected in everyday athletes. So, which is reflected in the work over the decades.