effectiveness of this campaign and some points.

As "Find Your Greatness" seeks to inspire everyone in their own personal achievements, Nike+ Running, Nike+ Basketball, Nike+ Training and the Nike+ Fuelband are the tools that enable everyday athletes everywhere to measure their performance and motivate themselves to do more.
The Nike+ digital ecosystem has over 8.5 million members globally, and Nike is creating a series of digital missions through Nike+ to motivate people, including a "Greatness is Ours" mission that aims to make August 12 the most active recorded day ever through Nike+.
The centerpiece of the campaign is a "Find Your Greatness" film that breaks through social media and digital channels on July 25, supported by a global YouTube homepage promotion on July 26. The campaign is elevated by a global Twitter #findgreatness promoted hashtag to ignite conversation around how athletes everywhere find their own greatness. The film will then appear on TV in 25 countries on July 27.  

The final film assembles many represented participants from the previously released
advertisements. Each of them evokes a different cultural model, representative of a particular
social group, with all the consequent associations and connotations that help in creating the
complex identities of these protagonists, and through a modification of that perceived identity,
the underlying message of the entire campaign. Generally speaking, these participants are by
and large representatives of minorities and marginalised social groups. They are women,
children, disabled people, people of colour. Admitting the criticism of Hollywood and their default depiction of a human being that of an adult, white, able-bodied and conventionally attractive man, it is obvious that most of the protagonists appearing in Nike’s campaign deviate from that norm.

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