There’s nothing wrong with a little friendly competition and the desire of wanting to win. This fervent passion is captured in Nike’s summer 2024 campaign, “Winning Isn’t for Everyone.” Joining forces with its elite athletes, Nike unveils a compelling narrative, illustrating that the relentless pursuit of victory is the ultimate wellspring of inspiration for all athletes.
The world’s most extraordinary athletes are not merely propelled by the prospect of triumph—they are consumed by it, their very essence ablaze with the fire of victory. Drawn from the innermost convictions of Nike’s champions, the campaign’s insights are unmistakable: to eschew the desire to win is to concede defeat. Their competitive spirit is resolute and unapologetic. In a world where the ambition to win has often been maligned, “Winning Isn’t for Everyone” echoes with the tenacity, determination, and sacrifice that athletes affirm are indispensable for reaching the zenith of their sport.
The campaign, launching on July 19, debuts with a film narrated by the illustrious Willem Dafoe, featuring a constellation of Nike stars including Giannis, LeBron, Jakob, Sha’Carri, Serena Williams, Qinwen Zheng, A’ja Wilson, and Vini Jr. In heartfelt conversations with numerous athletes, Nike gleaned profound revelations: USWNT footballer Sophia Smith passionately declares that engaging in any endeavor is meaningless unless it is pursued with the intent to win. “I’m addicted to winning,” asserts NBA prodigy Victor Wembanyama. “The chase is my love and my life.” The world’s fastest woman, Sha’Carri Richardson, draws her insatiable drive from the memory of past losses, resolute never to endure that pain again. World record holder Jakob Ingebrigtsen professes, “Every fiber of my being is dedicated to winning. It’s my utmost priority, and it’s the goal I endlessly pursue.” And the iconic LeBron James avows, “As long as I step onto the court, I am determined to be the greatest ever.”
“This initiative celebrates the voices of the athletes,” proclaims Nicole Graham, Chief Marketing Officer at NIKE, Inc. “It’s a narrative about the arduous journey to become the best, the legacies awaiting their creation, and the dreams poised to become reality. It serves as a powerful reminder that there is nothing amiss with yearning for victory.”
In addition to the anthem film, “Winning Isn’t for Everyone” includes athlete extension films, iconic imagery, social media extensions, and out-of-home advertising in major cities worldwide. This campaign stands as a testament to Nike’s unwavering and unapologetic embrace of victory, inspiring athletes across the globe to transform their aspirations into achievements. “Nike’s story is intrinsically linked with the athlete’s saga. It always has been and will remain so,” Graham emphasizes. “‘Winning Isn’t for Everyone’ underscores that anyone can achieve victory, provided they possess the unwavering commitment to attain it.”
Learn more about the campaign at Nike.com.
