Unlimited Youth celebrates an extraordinary athlete, Sister Madonna Buder, and her determination to defy conventional conceptions of age. It is the latest installment in Nike’s Just Do It – Nike Unlimited Campaign, which hails both the everyday athlete and the champion athletes who regularly push beyond the unimaginable.
NIKE today unveiled a new film that captures how an unlimited mindset can be the key to breaking through limits, while staying forever young.
Sister Iron Nun
Sister Madonna Buder didn’t start running until age 48, but that first led to many more. Running eventually evolved into swimming and biking and her first Ironman triathlon at age 55. Now 86 years old, with more than 370 triathlons under her belt, 45 of those at Ironman distances, Sister Madonna is still going strong. Her steely resolve has earned her the nickname the Iron Nun. Along the way she’s had some setbacks — missing a race finish by a matter of seconds, multiple broken bones, wetsuit issues — but, she proclaims, “The only failure is not to try, because your effort in itself is a success.”
Unlimited Nike
"Our Just Do It – Nike Unlimited Campaign is breaking new ground and connecting with consumers by celebrating the everyday athletes and champion athletes who push their limits daily," said Greg Hoffman, Nike Chief Marketing Officer. "Sister Madonna Buder is yet another amazing example of what can be achieved when we realize that limits are only as big as we make them. We hope her story connects and inspires others to reach past their limits to realize their own unlimited potential."
Unlimited Youth follows Unlimited Future, Unlimited You, Unlimited Courage and Unlimited Together as part of a campaign that has already struck a chord with millions of consumers around the world, amassing over 275 million global views across multiple platforms to date.
The company also profiles a number of its premier athletes including Gabby Douglas, Simone Biles, Ashton Eaton and Allyson Felix, here, detailing in-depth the resolve that victory requires. The films are just one component of Nike’s global campaign celebrating athletes around the world across an amazing year of sport. Consumer activations are taking place in Los Angeles, London, New York, Paris, Rio, São Paulo, Shanghai and Tokyo, with the Nike Unlimited Cross-Category footwear collection available at retail across the globe.
Nike, Inc., based near Beaverton, Oregon, is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly owned Nike, Inc. subsidiaries include Converse Inc., which designs, markets and distributes athletic lifestyle footwear, apparel and accessories; and Hurley International LLC, which designs, markets and distributes surf and youth lifestyle footwear, apparel and accessories.
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