Ahead of summer’s biggest football tournament in 2018, we unveiled ‘Never Ask’ – a campaign that highlights the unbreakable determination of Russian athletes. Through ‘Never Ask’, Nike aimed to motivate Russia’s young generation to push for their human potential, follow their dreams and embrace their own pioneering mindset. Taking inspiration from both professional and everyday athletes, we used the power of sport to help push boundaries and redefine what it means to do sports in Russia.