It was the peak of Olympics 2012, when Nike launched the “Find your Greatness” campaign at an impeccable time which proved as a tremendous success for their brand.
Nike lost the chance to be the title sponsor against Adidas for the Summer Olympics 2012, and this is why Nike thought the "Find your Greatness" campaign.
The mission focused on identifying with your everyday athlete. Most of Nike's buyers don't contend in the Olympics; they are secondary school football players, basketball players, etc.
When the real outcomes came out as it ended up while Adidas had around 9,000 tweets, there was around 16000 tweets to Nike associating their name with the Olympics
21% individuals imagined that Adidas is the title sponsor of the Olympics yet 37% individuals thought Nike to be the title sponsor of the Olympics.