Nike — Every G.O.A.T. Was Once a Kid
Jane Hedengren is proof. Humble. Relentless. Real. This film invites kids and parents to believe first and lace up second.
Client
Nike
Directed by
Ed McCulloch
Strategy
Michael Mendieta
Produced by
Highlanders, a sister company to Seed — a Brooklyn based commercial production company
Objective
Capture the emotion and humility behind the next G.O.A.T. Inspire young athletes and their families to believe, not just to run.
The Problem
The stats said phenom. The story had not caught up. Jane had miles, records and momentum. She needed a film that moved at her pace. Honest. Quiet. Undeniable.
The Guide
Highlanders and Seed are known for human first sports storytelling. Documentary craft with commercial discipline. Nike partnered with us to frame Jane’s rise with care and truth.
The Plan
- Keep it real and close: everyday moments that build a champion. Dawn miles. Homework. Family. Team.
- Natural light and clean composition: images breathe. The work leads.
- Voice for kids and parents: a tone that respects both the dream and the drive.
- Copy that invites: we speak simple. We never shout.
Execution
Position Jane as a symbol for what comes next. Not just for runners. For believers.
- Performances lead. Edit rhythm lands like a footstrike.
- Score stays restrained. Images do the talking.
- Respect the work behind the wins.
Success
Nike does not just endorse greatness. It recognizes it. It invests in it. It tells the story before the world catches up. For Nike. For Jane. For every kid chasing something bigger.