Nike has unveiled its latest campaign, “Winning Isn’t for Everyone,” just in time for the 2024 Paris Olympics. Featuring a stellar lineup of the world’s greatest athletes, this campaign aims to remind the world that there’s nothing wrong with wanting to win. The campaign, which debuts on July 19, is led by a powerful film narrated by Willem Dafoe, showcasing athletes such as Giannis Antetokounmpo, Jakob Ingebrigtsen, LeBron James, Sha’Carri Richardson, Vini Jr., Serena Williams, Qinwen Zheng, and A’ja Wilson.
The world’s top athletes are not just driven by the idea of winning — they are fueled by it. This mindset is the crux of Nike’s summer 2024 campaign. Nike and its elite athletes are demonstrating the passion required for victory, celebrating the pursuit of success as a source of inspiration for all.
Insights for the campaign were drawn directly from conversations with Nike athletes, who emphasised that if you don’t want to win, you’ve already lost. Their competitive spirit is something to be celebrated, not apologised for. In a world where the desire to win often faces criticism, “Winning Isn’t for Everyone” speaks to the grit, determination, and sacrifice needed to reach the pinnacle of sport.
USWNT footballer Sophia Smith encapsulates this sentiment, stating she sees no point in doing something unless it’s to win. NBA phenom Victor Wembanyama echoed this, saying, “I’m addicted to winning. The chase is what I love and what I live for.” Sha’Carri Richardson, the world’s fastest woman, draws her drive from the memory of losing and the desire never to feel that way again. World record holder Jakob Ingebrigtsen summed it up: “Every part of me is about winning. It’s the most important thing, and it’s what I’m going to chase.” And as LeBron James declared, “As long as I’m out there on the floor, I’m trying to be the greatest ever.”
“This is about celebrating the voice of the athlete,” said Nicole Graham, Chief Marketing Officer at Nike, Inc. “It’s a story about what it takes to be the best, the legacies that have yet to be shaped, and the dreams that will be made real. It reminds the world that there’s nothing wrong with wanting to win.”
The campaign doesn’t stop at the anthem film. It includes athlete extension films, iconic images, social media extensions, and out-of-home advertising in cities worldwide. This multi-faceted approach highlights Nike’s unapologetic stance on victory, aiming to inspire athletes globally to realise their dreams.
“Nike’s story starts with the athlete story. It always has, and it always will,” Graham added. “‘Winning Isn’t for Everyone’ shows that anyone can be a winner if they are willing to do what it takes.”
Narrated by Hollywood legend Willem Dafoe, the 90-second film celebrates the borderline obsession that elite athletes often need to develop to succeed at the highest level. Featuring some of the biggest names in sport, the film pays homage not only to Olympians like Giannis Antetokounmpo, Jakob Ingebrigtsen, and A’ja Wilson but also to other Nike stars including Kylian Mbappé and Cristiano Ronaldo.
Supporting the hero film is a global out-of-home push, focusing on triumph in the face of adversity. This will be seen across major cities in the US, such as Los Angeles, New York, Miami, Chicago, Atlanta, Phoenix, and Portland, as well as key international markets, including the UK.
“Advertising is notorious for creating heroes on large structures with beautiful images of people we admire. Confronting the text on such a massive scale is provocative because it’s a forward, assertive tone that we are taking,” a Nike spokesperson commented.
As Nike continues to celebrate the unyielding desire to win, this campaign serves as a testament to the brand’s enduring commitment to athletes’ stories and the pursuit of victory.
Reference: https://about.nike.com/en/newsroom/releases/winning-isnt-for-everyone-campaign
