As someone with a background in the advertising industry, I feel somewhat uniquely qualified in putting this list together. I've even worked on ad campaigns for some of the brands that made this list.
Although good sports commercials seem to write themselves, the opposite is true.
I worked for a short time on a campaign for Nike that was to include LeBron James.
The challenge was simple: What can we possibly do with a sports superstar that hasn't been done already?
The commercials that made this list are those that inspire and entertain, those that do what hasn't been done and perfect it in one fell swoop. Most are fairly recent, though the overall winner is an unbeatable old classic.
The final caveat is that there are well more than 10 commercials represented here, as in most cases the award goes to an entire campaign rather than a single spot.