W+K creates new Nike campaign featuring athletes who can’t turn back

US creative powerhouse Wieden+Kennedy is behind a new “No Turning Back” campaign for Nike Australia featuring sportspeople giving themselves no choice but take on the challenge they set themselves.

In “Museum”, NRL player James Tedesco deliberately sets off an alarm, puts in his mouthguard and prepares to take on the burly security staff.

“Cliff” features a woman driving out of Sydney. She allows her car to roll off a cliff, leaving her with no choice but to run the 60km home.

And “Handcuffs” sees a young runner attach herself to steeplechaser Gen LaCaze at the start of a race, so she has no option but to keep up.

None of the ads include dialogue.

The campaign will also feature Australian athletes James Tedesco, Kim Ravaillion, Tom Rogic, Cameron Smith, Patrick Dangerfield and Nick Kyrgios.

Brant Hirst, Nike’s marketing director, said in a statement: “Historically, competition was always just as important as winning. It’s what made Australia the most successful underdog-sporting nation. Nike’s ‘No Turning Back’ campaign was developed to awaken the naturally competitive spirit that lies at the heart of every Australian young athlete and inspire them to play like they have nothing to lose.”

The campaign is set to run across out-of-home, digital, social, in store and television.


  • Client: Nike Australia
  • Marketing Director: Brant Hirst
  • Brand Communications Manager: Alex Tjioe
  • Advertising Agency: Wieden+Kennedy, Portland USA
  • Creative Director: Alberto Ponte & Ryan O’Rourke
  • Director: Steve Ayson
  • Team: Sara Philips, Alex Romans, David Chathas, Irina Tone, Barrie Wilhelmi, Simone Takasaki, Lisa Johnson, Ryan Craven, Luiza Prata Carvalho & Patrick Gulliford
  • Media Agency: Mindshare

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