In China, greatness is reserved only for the chosen few who bring honor and pride to the nation. The 2012 Olympics was an opportunity for Nike to redefine greatness, to honor the pursuit of greatness, and in the process inspire kids to strive for their own personal best. We assembled a social media command centre to launch a 17 day counterstrike campaign, to affirm the greatness of China’s Olympic athletes. It became a cultural movement, helping shift a 5000 year old perception of greatness, while inspiring kids to go find their own. This is the case study I put together.