Greatest Nike Commercials of All Time

The company doesn't just sell sports. It makes statements.

Greatest Nike Commercials of All Time

Mars Blackmon and Michael Jordan

Nike has set the bar with some of the most brilliant commercials in the history of advertising on television and across digital platforms.

Finding the top 30 Nike commercials of all time is no easy feat. You will see we like commercials that inspire us, make us laugh or have historical value. You may agree with some of our choices and disagree with others. Some of your favorites might not even make the cut.

But at the end of the day, Nike is not just peddling shoes. Nike creates hopes, dreams and controversy with commercials that capture our imaginations.

These are the greatest Nike commercials of all time.

30. The Kobe and LeBron Puppet Show

The Kobe and LeBron Puppet Show

Year released: 2017

Nike brought back the popular Kobe Bryant and LeBron James puppets for Kobe’s retirement and his two jerseys being retired. And true to form, the Kobe puppet continues to annoy the LeBron puppet.

On a vacation island suitable for Kobe’s retirement, this latest installment has Kobe telling LeBron how basketball scholars have been trying to figure out which Kobe is better, the No. 8 Kobe or the No. 24?

Meanwhile, LeBron is trying to figure out how to get to Milwaukee.

The entire series of commercials are well done and poke fun at these two superstars.

If you have a few minutes, take a look.

29. Tiger Juggling

Tiger Juggling

Year released: 1999

For anyone who has played golf, juggling a ball with a wedge for nearly 30 seconds is a remarkable feat. Tiger Woods easily pulls this off in this Nike commercial, which was a boon for the company and sport.

This commercial came at the height of Tiger’s popularity, as well as Nike's, and fans marveled at how he could keep the ball from falling by doing an assortment of tricks, reminding us at that time who was the greatest player of them all.

The backstory of this commercial? Tiger was spotted playing hacky sack with a golf ball during a break while filming another commercial. He was asked if he could do it on camera. Four takes later, Tiger accomplished the feat and a commercial was born.

Watch.

28. Bad Things, Man

Dennis Hopper in Nike commercial

Year released: 1993

Actor Dennis Hopper starred in a collection of Nike commercials as a former, somewhat burned-out referee in a funny way to view great football players.

Among those were Barry Sanders, Sterling Sharpe, Deion Sanders and the late Junior Seau.

While you may have your favorite, we chose the Hopper commercial featuring Buffalo Bills defensive end Bruce Smith. Hopper sneaks into the Bills locker room, goes to Smith’s locker and holds his shoe. Hopper says you know what would happen if Smith found out he was holding his shoe. He shudders and says the iconic words, “Bad things, man.”

Nike was brilliant to cast Hopper in these commercials that poked a little fun at the players and sold a lot of football shoes for Nike.

27. Let Your Game Speak

Let Your Game Speak

Year released: 2006

This Nike commercial plays off a “Be Like Mike” theme, showing players young and old putting on their favorite classic Michael Jordan moves.

It’s a fun commercial where players on many levels perform the vintage Jordan dunking moves, or emulating the move Jordan made against the Utah Jazz in the NBA Finals where he weaved to the right and back to the left followed by a made jump shot.

It’s one minute full of class Jordan moves as the commercial pays tribute to what he brought to the game.

26. Chicks Dig the Long Ball

Mark McGwire in Nike commercial

Year released: 1999

In the early stages of Nike’s "Just Do It" campaign, this commercial features former Atlanta Braves pitchers Tom Glavine and Greg Maddux bemoaning their place in baseball's hierarchy. While they are great pitchers, the ladies go crazy over long-ball hitters, such as Mark McGwire, in this spot called “Chicks Dig the Long Ball.”

As fans like Heather Locklear cheer McGwire’s thunderous power in the batting cage, Maddux and Glavine try to capture their attention to no avail.

At one point, Maddux yells, “We have Cy Young winners over here,” but no one pays attention.

In true “Rocky” style, Maddux and Glavine spend tireless hours beefing up to show they have what it takes to hit the long ball, too.

This commercial is quite funny with a great punch line in the end.

25. Bo Knows

Bo Jackson playing guitar in Bo Knows commercial

Year released: 1989

This was one of the earliest and most successful campaigns for Nike, featuring one of the greatest all-around athletes of all time, Bo Jackson, as its star.

Jackson was best known for playing professional baseball and football at the same time with the Kansas City Royals and Los Angeles Raiders, respectively. Unfortunately, his playing career was cut short due to an injury he suffered on the football field.

Bo was the first athlete to play multiple professional sports — and he played these sports as well as anyone. So Nike was clever enough to show how Bo would look in many sports over a two-year campaign that kicked off the company's cross-training shoes in 1989.

In this first commercial, Bo was featured with sports stars that included Kirk Gibson, Michael Jordan, Jim Everett, Wayne Gretzky and John McEnroe. It ended with legendary rhythm and blues performer Bo Diddley.

24. My Better Is Better Than Yours

My Better Is Better Than Yours

Year released: 2008

Nike’s “My Better Is Better Than Yours” was a good campaign, but the third commercial captures the best of people of all ages calling out their competition.

The highlight came from former NBA star Steve Nash who said, “My agility is the CEO of the Global Agility Corporation.”

The commercial is the ultimate collection of trash talk and the modern version of “what you can do, I can do better.”

The moral of this story? If you got it, flaunt it. If not, don’t let them get into your head. Work harder.

23. Go Tell the World

Go Tell the World

Year released: 2007

Nike took advantage of a belief around the United States that no one cares about soccer with a commercial showing pretty much the complete opposite.

The commercial begins with a talk-show host saying, “Let’s take two seconds to talk about soccer, which is two seconds longer than it deserves.”

After that, the commercial shows a clever collection of soccer clips being played on baseball and football fields and basketball and tennis courts, a clear jab at those who think soccer is boring and should not be recognized.

Soccer has been a popular sport for youths for many years before the commercial, and since then, the popularity has been on a steady rise.

Perhaps Nike played a little part in that.

22. I Am Not a Role Model

Charles Barkley in 'I Am Not a Role Model' Nike commercial

Year released: 1993

At a time when fans adored and even emulated sports stars, this Nike commercial took a bold step as basketball great Charles Barkley told his audience he is not a role model.

If you remember Barkley during his days on the hardwood, he was anything but nice to his opponents. That toughness was part of his character — he was going to stand his ground and do anything it takes to win.

This ad was the anti-Michael Jordan commercial, and while Nike pushed Barkley's bad-boy persona, many fans criticized the company for this spot.

Basically, Barkley said he was not paid to be a role model. The bottom line was sports stars should not be raising kids — parents should be the role models.

It’s called being brutally honest.

21. Write the Future

Write the Future

Year released: 2010

Nike brings soccer to the forefront with this outstanding commercial for its “Write The Future” campaign.

The spot burst on the scene during the 2010 World Cup, and you will be hard-pressed to see another commercial that brings the drama to the world of soccer.

Some of soccer’s biggest names, including Cristiano Ronaldo and Wayne Rooney, along with other sports stars, such as Kobe Bryant, Roger Federer, and Homer Simpson (yes, Homer), make this an entertaining commercial.

Throw in some fast-paced music, and this is one of Nike’s best.

My favorite scene involves Rooney, who goes from riches to rags and back to riches. Just one of the scenes that brings a human element to sports.

Even if you don’t like soccer, you’ll love this commercial. (Yes, we love soccer.)

20: Michael Jordan's Failures

Michael Jordan's Failure Nike commercial

Year released: 1997

Michael Jordan may be the greatest basketball player of all time. But in this Nike commercial, Jordan explains all of the failures he had gone through during his career with the Chicago Bulls.

There are messages here, and they have nothing to do with the shoes.

What this illustrates is anyone, including someone like Jordan, is going to make mistakes. We are all human. The important thing is to learn from those mistakes, work through them, and don’t allow them to bring you down.

It was nice to see Jordan send that message without talking about the shoes.

Of course, everyone knows about Air Jordans anyway — they sell themselves.

19. Cricket in India

Cricket in India

Year released: 2007

Nike took to the streets of India to film this chaotic commercial as a cricket match broke out among a huge traffic jam.

Young players are climbing on bus and truck roofs, from balconies, to join the fray. The first hit goes off a billboard toward a balcony where a man has his soup knocked out of his hand.

Let the crazy begin.

The commercial illustrates how cricket is played on the streets of India. This scene is something not witnessed in the United States, and Nike did a great job bringing some excitement to a sport that is wildly popular outside of America.

18. I Feel Pretty

Maria Sharapova in Nike commercial

Year released: 2006

Nike delves into stereotypes with this commercial that features tennis star Maria Sharapova, a beautiful woman who also is regarded as one of the top players in the world. The company plays off this combination in a great way to push its tennis shoes.

The commercial shows Sharapova going from her hotel room to the tennis stadium as people sing a rendition of “I Feel Pretty,” focusing more on Sharapova’s looks.

But as the crowd singing the song winds down, and the first serve comes to Sharapova, a powerful backhand return reminds everyone she’s far from being just another pretty lady.

She’s a darn good tennis player, too.

17. Streaker at Soccer Match

Streaker at Soccer Match in Nike commercial

Year released: 2003

This commercial was hilarious as Nike mixed the culture of streaking in the United Kingdom with the country’s top sport, soccer, to push its brand of Shox running shoes.

The streaker, wearing nothing but a scarf and Nike Shox shoes, sprints onto the field during a soccer match, kicks the ball away and makes some nifty moves to avoid security.

Clever commentary from the play-by-play and color crew made this commercial a real crack-up.

Alas, the streaker was never caught, but Nike scored a big goal with this ad.

Fortunately, thanks to some good editing, we were spared the sight of the streaker’s private parts.

16. Basketball Freestyle

Jason Williams dribbling two basketballs in Nike commercial

Year released: 2001

Back in 2001, the basketball freestyle commercial from Nike was introduced during the NBA All-Star weekend, and many credit this spot for increasing basketball’s popularity on U.S. playgrounds.

The commercial takes us through players timing numerous dribbles and moves. This on-court madness then turns into a well-thought-out orchestra of hip-hop that becomes a landmark performance never seen on our television screens.

You may recognize some of the NBA players such as Vince Carter, Jason Williams, Baron Davis and Rasheed Wallace. They performed with street players to make this commercial a symphony to remember.

15. Born to Run

Born to Run Nike commercial

Year released: 2013

There were a good collection of “Born to Run” ads by Nike, but the best one played off the scare people felt when we entered the 21st century, better known as Y2K.

For those too young to remember, the Year 2000 brought thoughts of computers going haywire and possible global destruction as the Y2K changeover was taking place. As we know now, that was one big hoax.

Still, Nike was clever with taking advantage of such fears.

This commercial shows a man struggling from too much New Year’s Eve partying to get ready for his morning run. While he is running, complete chaos is happening around him, but true to his routine, he carries on with his run.

As the commercial ends, he passes another jogger. They acknowledge each other. And they continue on their run as the world implodes.

Now that’s dedication.

14. What Should LeBron Do?

LeBron James in Nike commercial

Year released: 2010

This was another Nike commercial that pushed the envelope.

LeBron James made a stunning announcement in 2010 when he left the Cleveland Cavaliers to join the Miami Heat to play with Dwyane Wade and Chris Bosh. Clearly, LeBron's frustration with not winning a title weighed in this decision.

That decision was met with shock and anger among Cavaliers fans. Fans were blasting James through talk shows and social media, and many were seen burning James’ Cavaliers jerseys.

But leave it to Nike to capitalize on this, focusing on James, as he continued to ask himself, “What should I do?”

Not many within Cleveland or Ohio cared much for the spot, but, once again, Nike found a clever way to use controversy as a great way to sell basketball shoes.

13. Leave Nothing

Leave Nothing Nike commercial

Year released: 2007

This Nike commercial brings you down to the football field in an amazing way as former San Diego Chargers linebacker Shawn Merriman and former St. Louis Rams (now Los Angeles) running back Steven Jackson play virtual gridiron gladiators.

Directed by Michael Mann with the song "Promontory" by Trevor Jones from the "Last of the Mohicans" soundtrack, this epic commercial first focuses on Merriman running through different blockers in different games and conditions to make a sack and force a fumble. The scene changes with Jackson picking up the ball and battling opponents, like Merriman, on different teams in different conditions.

The final cut has Jackson squeezing between multiple Pittsburgh Steelers, but we’re not quite sure if he scores a touchdown.

One thing is for sure, though. Nike scored a big touchdown with this brilliant commercial.

12. If You Let Me Play

If You Let Me Play Nike commercial

Year released: 1995

Nike crossed the gender barrier in sports with this commercial calling out those who didn’t think women belonged on the sporting field by simply saying, “If you let me play.”

The commercial has girls telling us the many benefits of why we should let them play sports, including giving us statistics why they will become better people if they are allowed to play.

It was a strong and necessary message from Nike, and the company was credited for an increase in participation with girls and women’s sports. Bravo.

11. Worth the Wait

Worth the Wait Nike commercial

Year released: 2016

Cleveland waited a long time to crown a world champion. Since 1964 when the Browns won the NFL championship, the city was cursed with failure upon failure from its professional sports teams. It went 52 years until 2016.

That’s when LeBron James and Kyrie Irving took the reins and marched the Cavaliers to their first NBA title, beating the Golden State Warriors in a rematch from the 2015 NBA Finals.

Nike heard opportunity knocking, and it answered with a superb commercial that captured the hearts of Cleveland fans.

The commercial epitomized the final moments when the Cavs won the title. In most cases, fans were stunned and didn’t know how to react.

But in the end, when reality set in, Cleveland fans knew it was party time.

10. 'Did You Learn Anything?'

Tiger Woods in "Did You Learn Anything?' Nike commercial

Year released: 2010

Tiger Woods had reached a low point in his life. Not only he had he lost his father, Earl, but he was embroiled with a sex scandal that took him away from golf for a period of time. This commercial came out on the eve of Tiger’s return to golf, and was one of Nike’s most controversial.

In this spot, Tiger stands motionless over 33 seconds as all you can hear is Earl’s voice, seemingly talking to Tiger. The audio from Earl was spliced from an interview in 2004.

As the commercial ends, Earl asks Tiger, “Did you learn anything?”

Tiger lost many sponsorships after the sex scandal, and he went into seclusion for months, but Nike showed in this commercial, and others that followed, that it still stood behind its rock star.

9. Counts

Rocky Balboa in Nike commercial

Year released: 2012

This is one of the more fun commercials Nike developed. It mixes in some present-day moments with nostalgic clips and is all centered around what counts.

The messages can vary. Indiana Jones tries to escape, and the clip says, “Running Counts." Serena Williams does the splits to make a save, with the headline “Splits Counts." Or Bugs Bunny gets knocked out, with the words “Doesn’t Count.”

It’s a great commercial where you can see some nostalgia or maybe a movie clip that you haven’t seen in some time, mixed in with some great athletic moves.

8. Is It the Shoes?

'Is It the Shoes?' Nike commercial

Year released: 1989

For historical value, Nike’s campaign with Spike Lee and Michael Jordan, called “Is It the Shoes?,” was one of the company’s greatest sellers as it ushered in one of the most popular basketball shoe brands in history, the Air Jordan.

The commercials feature Lee as Mars Blackmon, who wonders how Jordan can sail through the air with the greatest of ease, slamming down an impressive assortment of gravity-defying dunks.

Could it be the shoes?

While those spots became profitable for Nike, they were also a boon for Jordan and the NBA as basketball began its ascent in popularity.

7. LeBron's First Commercial

LeBron James in his first commercial

Year released: 2003

Not many players had as much hype as LeBron James when he entered the NBA. While we see now that the hype was warranted, Nike took advantage of the unknown and parlayed the beginning of James’ pro career with some funny commercials, such as the first one titled “Pressure.”

The commercial shows a young James, at the age of 18, in his first NBA game for the Cleveland Cavaliers against the Kings in Sacramento and how it appeared he was getting stage fright.

But before it's over, James gets the last laugh.

This was another coup for the Nike marketing department, sensing the beginning of greatness mixed in with a fine way to push its line of basketball shoes.

6. Just Do It, Serena

Serena Williams in Nike commercial

Year released: 2018

Would we be out of line if we said this is the best Nike commercial featuring tennis star Serena Williams? OK, we’re out of line.

This is a superb look at Serena as a little girl starting out in tennis compared to her greatness in present time. However, it’s not Serena who makes this commercial grand. It’s her dad, Richard Williams Jr.

Richard is seen working with Serena when she was 9-years-old, and he provides the voiceover of the entire commercial. He tells Serena to “imagine you’re in the U.S. Open,” as the video takes us from a scene of Richard working with his daughter to the actual footage at the U.S. Open with Richard’s instructions to the young girl in the background.

The commercial is brilliant work showing Richard, a tennis coach, putting his daughter on the road to success before our eyes.

5. Keep Trying

Keep Trying Nike commercial

Year released: 2012

This commercial was outstanding as far as inspiring those who are on the verge of giving up.

What makes this commercial so outstanding is the commentator’s condescending attitude toward three people working to achieve their goals in boxing, basketball and dancing.

The commentator says, “You don’t know the meaning of sacrifice.”

At one point, they seem to give up.

But he also says, “Don’t ever let anyone tell you you can’t do it.”

And then they pick themselves up and give it that last push toward achievement

Nike has a great way to show inspiration through its commercials, and this one is one of their best efforts.

4. Move

Move Nike commercial

Year released: 2002

This Nike commercial aired during the 2002 Winter Olympics and wound up winning the company’s second Best Commercials Emmy, and it certainly deserved the honor.

The commercial displays the beauty of motion from professional athletes, top amateurs and average people who strive to better themselves under different circumstances.

Showing different sports performed in quick clips gives a fantastic effect of being one glorious motion. This commercial ranks an A-plus for ingenuity.

3. Dream Crazy

Dream Crazy Nike commercial

Year released: 2018

Nike has produced some great, inspirational commercials in the past, but this latest one is one of the company’s greatest. It’s also one of its most controversial — since the spokesman during the commercial is none other than Colin Kaepernick, the former NFL player who started kneeling during the national anthem in protest of racial inequality.

Kaepernick talks throughout the commercial about not only doing your best, but being the best.

Crazy comes right out of the gate in this commercial as a skateboarder makes many attempts to ride along arm railings and takes an assortment of nasty falls. And that’s just the start of this great commercial.

There are examples of major stars realizing their dreams and average people achieving great things. In the end, Kaepernick says, “Don’t ask if your dreams are crazy. Ask if they’re crazy enough.”

The commercial also sparked boycotts and ire from political leaders, including President Donald Trump. All that did was inspire more people to support Kaepernick and his stance, and Nike’s sales took an impressive leap upward.

2. Take It To the Next Level

Take It To the Next Level

Year released: 2008

This is one of Nike’s most unusual and effective commercials for its “Take It To The Next Level” campaign. In this three-minute-plus clip, we are taken to a different perspective of soccer, or football in this commercial, where we see everything from the player’s eyes.

It gives you quite a ride from the lower-level soccer field to intense training as the player attempts to push his game even farther. (Beware, there is a little vomit involved here.) And as the player reaches stardom level, he reaps the benefits with the ladies and nice cars.

The message is pretty simple — if you work hard enough, you’ll receive the benefits that come with it — but the commercial was entertaining and worth watching.

1. Find Your Greatness

Find Your Greatness Nike commercial

Year released: 2012

One of the finest inspirational commercials anywhere was Nike’s “Find Your Greatness” campaigns that documented a collection of people from small children to adults achieving their levels of great achievements.

It was difficult to narrow this down to just one or two short commercials, so here is the entire campaign over six-plus minutes. You will witness the inspiration that comes from these commercials and achieving the little things.

There are no packed stadiums or blimps flying overhead for these people to reach their goals. Who knows? Maybe watching these collection of videos may inspire you.