Nike, an American athletic footwear and apparel corporation, has launched its Paris Olympics 2024 campaign titled “Winning Isn’t for Everyone.”
This thought-provoking ad campaign breaks away from the traditional focus on achieving victory at all costs. Instead, it delves into the relentless pursuit of self-improvement that truly defines greatness in athletes.
Narrated by the iconic Willem Dafoe, the campaign features a powerful montage. It showcases established legends like Kobe Bryant, Cristiano Ronaldo, Serena Williams, and LeBron James. Rising stars like Sha’Carri Richardson, Qinwen Zheng, Victor Wembanyama, Vinicius Junior, Alexia Putellas and Kylian Mbappé are interspersed with these established champions. The visuals powerfully capture the unwavering dedication and sacrifices required to reach the pinnacle of athletic achievement.
At the heart of the campaign lies a striking hero film. It portrays these athletes at their peak, their fierce determination etched on their faces. Dafoe’s powerful monologue challenges viewers to redefine their concept of greatness. He suggests that the relentless drive to push boundaries and strive for excellence, even in the face of potential defeat, is a hallmark of a truly great athlete.
The ad masterfully juxtaposes Dafoe’s words, which could easily describe a villain, with scenes of athletes pushing their limits. This clever technique underscores the idea that these seemingly ruthless traits are often the foundation of athletic success. The dramatic visuals and crescendos in the music hammer home the point that greatness demands a relentless edge.
Speaking on the campaign, Nicole Graham, Chief Marketing Officer at Nike, Inc., said, “This is about celebrating the voice of the athlete. It’s a story about what it takes to be the best. It reminds the world that there’s nothing wrong with wanting to win.”
The campaign extends beyond the hero film. An impressive out-of-home (OOH) component will saturate major cities across the globe including, the USA, Peru, Argentina, Mexico, Philippines, Singapore, Thailand, India, Australia, Japan, Korea, Netherlands, France, UK, Italy, Spain, Germany, Turkey and South Africa, further amplifying the message.
Nike worked with longtime creative agency partner Wieden + Kennedy to ideate the campaign creative.
This campaign marks a bold shift for Nike, moving away from a singular focus on winning and embracing the broader spectrum of the athlete’s journey. While victory remains a coveted outcome, the ad emphasizes the immense physical and mental fortitude required to compete at the Olympic level, regardless of the final result.
Wieden+Kennedy, founded in 1982, is a globally recognized advertising agency known for its innovative and culturally impactful campaigns. Headquartered in Portland, Oregon, the advertising agency is one of the world’s largest independent agencies. Like the iconic “Just Do It” slogan for Nike, the media company has transcended advertising to become a cultural touchstone.
Founded in 1964, Nike is a global leader in athletic apparel and footwear. The company outfits athletes for peak performance while driving fashion trends with iconic sneakers like Air Jordans. This commitment to both performance and style resonates across various sports.
Recently, Nike signed with the German Football Association (DFB), the Uruguayan Football Association (AUF) and the French Football Federation (FFF) as the official kit supplier. Beyond football, Nike boasts an impressive roster of global brand ambassadors, including sports royalties like LeBron James, Cristiano Ronaldo, and Tiger Woods. The brand has partnered with Smriti Mandhana, Prithvi Shaw, Ravichandran Ashwin, and Shubman Gill in India.