Every G.O.A.T. was once a kid.
the opportunity:
Nike didn’t need another ad.
Nike needed to own this moment in culture.
Nike athlete Jane Hedengren isn’t just fast, she’s historically fast. Nine national records. 14:57 in the 5000m. 4:23 in the mile. Nike Cross Nationals course record. Still in high school. Still rising.
And yet, her story hadn’t been told at the level it deserves.
That’s where we stepped in.
the idea:
We didn’t wait for a brief.
We followed the story, captured it in real time, and built a film that Nike could own, launch, and lead with.
Tone: Humble. Earned. Quietly relentless, just like Jane.
But this isn’t just about Jane.
It’s a message that resonates far beyond running.
It inspires the next generation of girls coming up behind her, showing them that greatness doesn’t have to be flashy.
And it speaks to parents too, reminding them that every kid has greatness inside them… they just need to be shown how to chase it.
This is the rare Nike story that connects across generations. Not just about sport. About belief. About becoming. About what really matters.
why it matters:
This is more than a profile.
It’s a cultural moment. A generational pivot. And a bold new emotional lane for Nike to lead in right now.
We built this to show what’s possible when creative moves at the speed of the athlete. When you see the story in the making and tell it before the headlines hit.
who we are:
Highlanders is a creative strike team based in Park City, Utah.
We build high stakes, emotional campaigns for athlete-led brands—fast. No layers, no runaround, just world-class creative built for cultural relevance and speed to market.
Ed is an international director who has led campaigns for Oakley, Tracksmith, Asics, and Jeep. He has worked closely with top athletes, including F1 driver Lando Norris and PGA pro Tommy Fleetwood.
A former collegiate athlete, he stays connected to the sports world as a Special Olympics coach and ski instructor.
Michael is a creative brand strategist with 15+ years of experience shaping storytelling for EA Sports, Manchester United, and MLB.
He has worked closely with elite athletes like Kevin Love and Bryce Harper to craft authentic product partnerships, bridging the gap between brands, athletes, and fans through compelling, culture-driven narratives.
let’s talk:
This moment is already moving fast.
We’d love to connect with the Nike team about this film and what athlete-first creative can look like at the next level.