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NIKE'S FOREST GUMP

            Jason Lester was born just like any normal person. At the age of 12, he was riding his bicycle and when a car hit him. He had 21 broken bones, a collapsed lung and a paralyzed right arm. As he was recovering, he lost his one and only parent. What could have been the end of his story became the beginning of a journey. Since the accident, Lester has become an accomplished tri-athlete and the first disabled athlete to complete the Ultraman World Championships.

            Because of Lester’s recent success, Nike decided to sponsor him. The Nike advertisement was done through flash digital and was released online in April of 2012.  The ad was designed to sponsor Lester on his grand adventure of crossing America, both on foot and by bicycle in 102 days starting on March 12, 2012. Lester makes his final destination in Nike’s home turf, Oregon. Nike suited Lester with gear and equipment to help make this journey possible. He will be tracking his every move, until he reaches the finish line, through social media so that people can follow and support him.

            Nike promoted Lester’s journey because they recently reinforced the company’s commitment to sustainability, in a very public way. They released a campaign called Nike Better World, which stand behind athletes with some sort of need to help be successful performers. Jason Lester had a need and was supported by Nike. He creates his own journey for a Better World, as he travels across the United States. The advertisement promotes the message that a better world starts with sport. The ad encourages people to stand up and support Lester as he stops at 39 Nike Stores, sharing how “sport inspires, hope, instills discipline, raises confidence and rallies communities” (Miller*). The Nike ad encourages people to support Jason as he commits to serve the world and make it a better place as he inspires others. Jason has been tagged the nick name Nike's Forest Gump that stuck with him throughout the whole journey. 

Source:

*Mark Miller, writer for brand channel

http://www.brandchannel.com/home/post/2012/05/02/Nike-Better-World-Jason-Lester-050212.aspx