Viral Now: Met Nike's 'Iron Nun', Sister Madonna Buder?

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | August 16, 2016
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The ad film 'Untitled Youth' celebrates the 86-year old nun-turned-athlete's exemplary determination that led her to have completed 40 IRONMAN triathlon races at the IRONMAN World Championship.

"Age is an issue of mind over matter. If you don't mind, it doesn't matter," said American writer Mark Twain. Proving him right is the young-at-heart, 86-year old nun-turned-athlete, Sister Madonna Buder in Nike's latest ad film 'Unlimited Youth', launched as part of its 'Unlimited' campaign that carries forward the brand's existing thought 'Just Do It'.

Recall that as part of the same campaign, the brand has already rolled out two films titled Unlimited Courage and Unlimited You

This one, aptly titled 'Unlimited Youth', is a one-minute-long ad film which was published on Nike's YouTube channel on August 14. It has already clocked over a million views so far. The film takes us through Buder's unique and interesting journey - from being a nun to being an athlete at the IRONMAN World Championship and having completed 40 IRONMAN races, each race comprising of a 2.4-mile swim, 112-mile bike race, and 26.2 mile run, a one-of-its-kind milestone, at the age of 86!

The octogenarian's convention-defying will of steel has rightly earned her the nickname Iron Nun, even as she has missed a race finish by a matter of seconds, struggled with multiple broken bones, and wetsuit (a kind of garment worn by divers, surfers, canoeists) issues, but has emerged victorious, nonetheless. The film drives home the point that youth has no age limit and can considered a tribute to athletes and masses alike who push their limits everyday to do something better.

Sister Buder was introduced to sports just seven years before her first race in Hawaii, when she attended a workshop on the Oregon Coast, led by a priest who championed running as a way to harmonise the mind, body, and soul.

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