These are more examples of Nike's 2012 "find your greatness" campaign.  I find these ads so inspiring to the point where I become emotional.  Love them!

In this example Nike use the story of a 12 year old boy named Nathan.  Nathan is far detached for the elite athletes that we would usually associate with an ad promoting sporting equipment.  However, although Nathan may not have much in common physically with professional athletes he displays mental attributes such as determination and courage.  This ad inspires the viewer to better themselves and again helps Nike to relate emotionally with consumers.

In this ad Nike uses the story of Mark Cavendish to inspire the viewer.  Mark himself tells us how self-belief and determination helped him to rise to the top of his sport when people around him were telling him he couldn't succeed.  The ad encourages the viewer to have determination and self-belief themselves.  Once again forming emotional bonds.