Nike unveils “Winning Isn’t for Everyone” campaign ahead of Paris olympics

Nike ignites a fire with its summer 2024 campaign, “Winning Isn’t for Everyone.” This ambitious project coincides with the upcoming Paris Olympics and features a star-studded cast of athletes. Agency Wieden + Kennedy Portland led the campaign.

Embrace the hunger to win

The campaign breaks away from the traditional feel-good sportsmanship approach. Instead, it delves into the relentless mindset that champions cultivate. Narrated by Willem Dafoe, the ad campaign explores themes of obsession, sacrifice, and a singular focus on victory. It asks, “Am I a bad person?” while showcasing the unwavering determination of athletes like LeBron James and Serena Williams. “This is about celebrating the voice of the athlete,” says Nicole Graham, Chief Marketing Officer at NIKE, in a press release. “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.”

Inspiration from the champions themselves

Hundreds of Nike’s athlete partners provided the foundation. These elite competitors shared their relentless pursuit of winning, emphasizing that the desire to triumph is core to their identity. “Nike’s story starts with the athlete story. It always has. And it always will,” says Graham. “‘Winning Isn’t for Everyone’ shows that anyone can be a winner, if they are willing to do what it takes.” World’s fastest woman Sha’Carri Richardson, for instance, says her desire to win comes from remembering what it feels like to lose — and never wanting to feel that way again.

Nike’s bold move

This campaign signifies a strategic shift for Nike. The sportswear giant is reclaiming its reputation for audacious marketing, following a period of declining sales. Nike saw revenue slide 2% year over year to $12.6 billion in its most recent financial quarter and slashed its guidance for the year. “Winning Isn’t for Everyone” marks a return to the brand’s core values, celebrating athletic excellence and the unwavering pursuit of victory. While the Paris Games serve as a launchpad, the campaign has a broader reach. It celebrates athletes across various disciplines, inspiring people from all walks of life to embrace their competitive spirit. “We’re showcasing how sport and the pursuit of victory can inspire people from all walks of life,” explains Graham.