More On How Nike Athletes Draw Strength from Adversity … yawn.

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These images (1 at left, 2, 3) are part of a Nike campaign called I AM FORGED BY THE ELEMENTS (yeah, all caps). It was put together by Cole & Weber United and will run in Sports Illustrated and on ESPN.

The ads illustrate the carnal athlete who perceives inclement weather conditions as partners rather than as obstructions.

Inspirational and all, in Nike’s usual style. No big shocker there. Maybe we’d feel differently about the whole thing if we flipped open a health magazine during one of our psycho winter diet binges and saw a shot of some dude pumping iron in the snow. Tough call outside of context, though.

Picture of Steve Hall

Steve Hall

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