Nike Joins Iron Nun to Celebrate Unlimited Youth

The Nike spot celebrates an amazing athlete, Sister Madonna Buder, and her determination to defy the conventional conception of age.

Nike has launched a film that captures how an unlimited mindset can be the key to crushing boundaries while staying forever young. Titled Unlimited Youth, the spot celebrates an extraordinary athlete, Sister Madonna Buder, and her determination to defy the conventional conception of age.

The short is the latest installment in the brand’s Just Do It – Nike Unlimited campaign, which hails both the everyday and the champion athletes who regularly push beyond the unimaginable. Buder started at 48, but that first led to many more, and later evolved into swimming and biking.

She competed in her first IRONMAN triathlon at the age of 55. Now 86 years old, with more than 370 triathlons under her belt, Buder is still going strong. Her steely resolve has earned her the nickname the ‘Iron Nun’. Along the way she’s had some setbacks.

Those include missing a race finish by a matter of seconds, multiple broken bones, wetsuit issues, but according to her, “the only failure is not to try, because your effort in itself is a success.” Unlimited Youth is part of a push that has amassed over 275 million global views across multiple platforms.

“Sister Madonna Buder is yet another amazing example of what can be achieved when we realise limits are only as big as we make them. We hope her story inspires others to reach past their limits to realise their own unlimited potential,” said Greg Hoffman, Chief Marketing Officer at Nike.

Nike was a winner at the 2015-2016 World Branding Awards as well as the year (2014-2015) before that under the Sports Retail (Global) category.