Between August 19 – 21 Nike introduced London to the future of training, challenging the conventions of the traditional training environment. Through collaborations with Artisan, the creators of United Visual Artists, and Alexis Taylor and Joe Goddard from Hot Chip, Nike created a series of immersive spaces that used innovative visuals, lighting and music to push participants beyond their physical and mental limits.

“When we go to that place of pushing ourselves past whatever we can comprehend is possible, not only is it a confidence boost for ourselves, allowing us to transform but also massive inspiration for those around us giving them that surge to grow. This is how we become strong, rise up and grow!" says Nike NTC Global Master Trainer Sonja Moses about all these athletes who defied their new limits at the event.

To fully showcase the immersive, 360 experience, award winning directing duo BIF were given the creative freedom to interpret the Unlimited You space. BIF created ‘Limitless’, a film where the central theme is one of infinite energy and potential. It encompasses the sheer intensity of smashing the pain barrier and hitting the wall when training and running; the moment when you feel you’ve reached your limits and you can't go any further but you do.

The film was shot and posted by Riff Raff Directors BIF at Nike Unlimited You London where guests were pushed faster and harder than ever before. ‘Limitless’ is a pulsating, raw film that expresses what it's like drag yourself to the edge and beyond.