Nike, which has spent the past few weeks pushing its marketing efforts into new areas, on Wednesday released the final piece of its “Unlimited” campaign.
The company’s latest installment features athlete Kyle Maynard, a 30-year-old quadruple amputee. That ad follows the 30-second spot Nike premiered during NBC’s primetime coverage of the Olympic games earlier this month of the first transgender athlete to make a U.S. national team.
The new ad, according to a company statement, “hails both the everyday and champion athletes who regularly push their limits — and who are poised to prove their unlimited potential this summer and beyond.”
Maynard, a climber and motivational speaker, was born with a rare condition known as congenital amputation.
Still, he played sports such as wrestling and football in middle school and high school. He later scaled Mount Kilimanjaro without the help of prosthetics.
“I lost 35 times in a row in a year and a half,” he said in a statement about playing sports in school. “I just kept failing and failing but then finally figured it out. And then by the time I was a senior, people were saying that I was unfairly advantaged.
“Sometimes when we look at an athlete who has done something in a different way, done something big, done something unique, we only see the successes,” he said. “We don’t see the countless hours of failure that go into it. That failure set us up for the success because we know what we needed to change.”