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Nike’s Paralympics Ad Shifts the Narrative About Competitors

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Nike’s Paralympics Ad Shifts the Narrative About Competitors

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Nike launched the latest stereotype-busting ad around the 2024 Paralympic Games, making it clear that the athletes involved have an eye-of-the-tiger mindset. The 30-second spot, with a soaring Beethoven soundtrack and loads of action shots, gets its narration from renowned wheelchair fencer Bebe Vio. “They say that just being here is winning–participating is winning,” Vio…

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