NIKE; Progress doesn’t come from comfort, and impact doesn’t come from caution.

Why do it? Why make it harder on yourself? Why chance it—when there’s so much at stake, with so much room to fail? Why risk it? Why would you dare?

Because sometimes the question isn’t what happens if you lose. It’s what happens if you don’t.

Nike’s Manhattan campaign was built on that tension. In a city that never slows down and rarely looks twice, the brand chose a medium with no safety net. Street-level posters don’t offer filters, skip buttons, or second chances. They live in the open—exposed to weather, wear, and the pace of the city itself. Once they’re up, they’re real.

Progress doesn’t come from comfort, and impact doesn’t come from caution. You could give everything you have and still lose.

But what if you don’t?

Just Do It.