The perseverance of the fighter is front and center in a new spot for Nike out of Wieden+Kennedy Shanghai, edited by Lost Planet founder Hank Corwin. “You Can’t Guarantee a Win, but You Can Guarantee a Fight” was directed by Michael Mann, the legendary mind behind Heat and Collateral.
The story centers around Hong Kong boxer Rex Tso being taken down in the ring and struggling to get back up as time runs out. Just in time, he rises and continues to fight. Layered into this narrative are vignettes of other athletes, from a pole-vaulter to a runner, illustrating that thematic doggedness for the fight, against the face of adversity.
Tso, the star of the video, told Adweek “I am touched and honored to be featured in it and hope I’ll be able to inspire other athletes to push boundaries they never thought possible.”