JULY 21, 2024
Top image: Photo courtesy of Nike
Nike has always known how to make a statement. Their latest campaign, “Winning Isn’t For Everyone“, created with their partner agency Wieden+Kennedy and voiced by the iconic Willem Dafoe, does exactly that. This unapologetically bold campaign embraces the sweat, tears, selfishness and unyielding effort that true victory demands.
“In a world where wanting to win has got a losing reputation” (Source: Nike), Nike flips the script by celebrating the individual’s journey. Willem Dafoe’s narration (hard not to hear the Green Goblin speak) adds a raw and emotive layer to the message, making it clear that victory requires a unique level of dedication and commitment.
With the Paris Olympics on the horizon, this ode to winning will certainly spark reactions across Nike’s global audience. As noted by Fast Company: “For some, “Winning Isn’t For Everyone” will be an anthem for the uncompromisingly competitive. Others will deem it an ode to the total a**hole. […]This new campaign then, marks a return of the “f**k you” attitude in Nike advertising that taps into its hardcore athlete pedigree.”
“This is about celebrating the voice of the athlete. 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 is the latest example of how Nike’s unapologetic view of victory helps athletes all over the world make their dreams a reality.
Nicole Graham – Chief Marketing Officer @ Nike – Source: NIKE
Alongside the main “Winning Isn’t for Everyone” campaign, Nike has released a series of shorter athlete-focused films, including this piece with Kobe Bryant:
