Write the Future

In America, the sport of Muay Thai is occasionally compared to Football/Futbol/Soccer; the world outside of the US maintains an almost religious passion for both sports while within the US they're almost unheard of at the professional level. Aside from the high production value and celebrity athlete cameos, Nike delivers a spot (promoting the 2010 World Cup) that goes beyond the sport itself and focuses on the raw emotion of the athlete in action. The illustration of the emotional highs and lows from each player's perspective tells a story that any athlete or fighter can relate and aspire to.

The story lies not within the sport, but within the player.