Winning Isn't for Everyone

Background Nike is the brand of victory. The problem is, winning in the world has gotten a bad rap. If you want your child to win, you’re a bad parent. If you want to win, you’re a bad person. If you’ll do anything to win, you’re toxic and your priorities are out of whack. On the world's biggest stage for sport, Paris Olympics 2024, Nike and its athletes set out to spark a conversation and remind the world that there’s nothing wrong with wanting to win. In fact, it’s a noble pursuit. Because if you don’t want to win, you’ve already lost. Creative Idea The world’s best athletes aren't just motivated by the idea of winning - they are relentlessly fueled by it. That mindset is on display across the campaign. Nike and a collective of its elite athletes are showing the world what dedication and passion for winning means, and that unapologetically celebrating the pursuit of victory at all costs can be the ultimate source of inspiration. Insights & Strategy The insights for the campaign came directly from Nike athletes, who were clear that if you don’t want to win, you’ve already lost. Their competitive spirit isn’t something to be apologetic about. In conversation with hundreds of athletes, Nike heard: USWNT footballer Sophia Smith says she didn’t see the point in doing something unless she was doing it to win. "I’m addicted to winning," says NBA phenom Victor Wembanyama. "The chase is what I love and what I live for." World's fastest woman Sha'Carri Richardson says her desire to win comes from remembering what it feels like to lose — and never wanting to feel that way again. World record holder Jakob Ingebrigtsen "Every part of me is about winning," he says. "It's the most important thing, and it’s what I’m going to chase.” And the King, Lebron James: “As long as I'm out there on the floor, I'm trying to be the greatest ever.” Execution We launched our response, WINNING ISN’T FOR EVERYONE on the eve of the games, leading with a provocative anthem film narrated by Willem Dafoe and featuring a roster of Nike’s athletes LeBron James, Kobe Bryant, Sha’Carri Richardson, Giannis Antetokounmpo, Jakob Ingebrigtsen, Vini Jr., Serena Williams, Sophia Smith, Victor Wembanyama, Qinwen Zheng and A’ja Wilson. The film script challenged traditional perceptions of an athlete, getting deep into their mindset playing from insights rooted in their athlete truths that exposes the relentless, maniacal drive that it takes to win at the highest level. The world may see may bad people, we see champions that want to win. It asks an introspective question, one that forces you to challenge yourself: do you have what it takes? But the truth is that all athletes do. After all, Nike’s story starts with the athlete's story and ‘Winning Isn’t for Everyone’ shows that anyone can be a winner, if they are willing to do what it takes. Am I a bad person? Tell me, am I? I’m single minded. I’m deceptive. I’m obsessive. I’m selfish. Does that make me a bad person? Am I a bad person? Am I? I have no empathy. I don’t respect you. I’m never satisfied. I have an obsession with power. I’m loud. Am I a bad person? Tell me, am I? I’m irrational. I have zero remorse. I have no sense of compassion. I’m delusional. I’m maniacal. Do you think I’m a bad person? Tell me, Tell me, Tell me, Am I? I think I’m better than everyone else. I want to take what’s yours and never give it back. What’s mine is mine and what’s yours is mine. Am I a bad person? Tell me, Am I? Does that make me a bad person? Tell me, does it? Results No one shrugged their shoulders at Nike or the campaign. And we dwarfed any presence of direct competitors and captured more attention than many official sponsors. The world responded to Nike’s unapologetic view of victory told from the perspective of the athlete. After all, Nike’s story starts with the athlete's story and ‘Winning Isn’t for Everyone’ shows that anyone can be a winner, if they are willing to do what it takes. 12B+ Impressions Worldwide Nike's biggest Global Brand Voice campaign in over a decade. 4B+ Views Globally Nike reached 90% of all Gen Z & Millennials in the US. #1 Driving Emotional Engagement Nike's messaging was the best at driving a physiological response according to NBC & Mediaprobe. #1 Ranked Olympic Sponsor Nike outperformed Olympic Sponsors across all measured metrics by NBC & Material+. +18% Lift in Message Memorability "Winning Isn't For Everyone" broke through with Nike’s priority audiences according to NBC & Kantar.