The grace of God
Unlimited Youth by Nike, US

The grace of God

US – A new campaign by Nike celebrates 86-year-old Sister Madonna Buder, a record-breaking triathlete and Catholic nun.

Article/19989 #1
Unlimited Youth by Nike, US

US – A new campaign by Nike celebrates 86-year-old Sister Madonna Buder, a record-breaking triathlete and Catholic nun.

  • Unlimited Age is part of the brand’s Unlimited campaign, which inspires athletes to push their limits
  • Buder, who has completed 45 Ironman races, demonstrates the power of the mind over muscles

Directed by Wieden + Kennedy, the tongue-in-cheek film highlights Buder’s extraordinary determination and athleticism, and shows that age is no obstacle to taking part in sport.

Narrated by actor Oscar Isaac, the spot opens with Sister Buder at prayer and steadily gathers pace to reveal the full extent of her athleticism, from a calm morning jog to a frenzied beach dash at an Ironman Competition. The narrator voices his mounting concern for the intrepid athlete as the exercises become more intense until another Ironman competitor reassures him. ‘Relax,’ he says. ‘She’s the Iron Nun.’

Sister Buder began training at the age of 48 and completed her first Ironman at 55. Nike’s powerful campaign celebrates the determination and personality of The Flat Age Society, and shows that the brand is focusing on psychographics rather than demographics.

​The Big Picture

Flat-Agers do not allow their age to get in the way of their interests, passions and ambitions. To learn more, read our macrotrend The Flat Age Society.

Discover More News
The Lighthouse launches Venice campus to provide content creators with a creative workspace

News

The Lighthouse launches Venice campus to provide content creators with a creative workspace

Creator and social agency the Whalar group has launched The Lighthouse, a campus in Venice, California that will serve as a hub for 150 curated cre...
Pop-culture & Media : Youth : Advertising & Branding
Foresight Friday: Olivia Houghton, deputy creative foresight editor

News

Foresight Friday: Olivia Houghton, deputy creative foresight editor

Every Friday, we wrap up the topics, issues, ideas and viral moments everyone’s been discussing. This week, deputy creative foresight editor Olivia...
Foresight Friday : Health And Wellness : Climate Crisis
Stat: Millennials to overtake Gen X in beauty spending by 2034

News

Stat: Millennials to overtake Gen X in beauty spending by 2034

Gen X is currently the dominant force in global beauty spending, with the generation set to contribute an additional $150bn (£119bn, €141bn) to the...
Beauty : Society : Retail
Samsung’s Galaxy AI becomes the ultimate everyday companion

News

Samsung’s Galaxy AI becomes the ultimate everyday companion

BBH Singapore has launched a global campaign for the Samsung Galaxy S25 Series, positioning Galaxy AI as an essential part of daily life. 
Technology : Advertising & Branding : Society
Victoria Beckham brings contemporary art to Dover Street store

News

Victoria Beckham brings contemporary art to Dover Street store

Victoria Beckham has collaborated with Sotheby’s to curate an exhibition of 10 contemporary artworks at her Dover Street boutique, featuring pieces...
Luxury : Retail : Finance
Stat: TV overtakes mobile as primary device for YouTube viewing

News

Stat: TV overtakes mobile as primary device for YouTube viewing

YouTube’s dominance in streaming is shifting screens. According to CEO Neal Mohan’s annual letter, TV has now overtaken the mobile as the primary d...
Technology : Pop-culture & Media : Society
The Future Laboratory hosts Members’ and Clients’ Breakfast Briefing

News

The Future Laboratory hosts Members’ and Clients’ Breakfast Briefing

On 18 February, The Future Laboratory hosted its first Members’ and Clients’ Breakfast Briefing at its UK headquarters in Haggerston, London.
LS:N Global : Events : Breakfast Briefing
LS:N Global Just Got Smarter

News

LS:N Global Just Got Smarter

Meet our new AI tool, Ember.
The Future Laboratory
ZZZN sleep apparel system blends biometric data with wearable comfort

News

ZZZN sleep apparel system blends biometric data with wearable comfort

As sleep technology continues to evolve, ZZZN has introduced its Sleep Apparel System – a multi-functional puffer jacket designed to double as slee...
Fashion : Health & Wellness : Design
AI outperforms human therapists in couples therapy study

News

AI outperforms human therapists in couples therapy study

AI may soon play a bigger role in mental health support, as a new PLOS Mental Health study has found that ChatGPT therapists often outperformed hum...
Technology : Health & Wellness : Society
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN