Nike’s latest summer 2024 campaign, ‘Winning Isn’t for Everyone,’ showcases the relentless drive of the world’s best athletes. Directed by Australian expat Kim Gehrig and created by Wieden+Kennedy Portland, the campaign highlights the unyielding passion for victory that fuels elite athletes.
In ‘Winning Isn’t for Everyone,’ Nike and its top athletes illustrate that the pursuit of victory is the ultimate inspiration. Insights from Nike athletes reveal a clear message: if you don’t want to win, you’ve already lost. This competitive spirit is unapologetic and essential in a world where striving for victory can often be misunderstood. The campaign speaks to the grit, determination, and sacrifice required to reach the pinnacle of sport.
USWNT footballer Sophia Smith captures this sentiment, saying she sees no point in doing something unless it’s to win. NBA star Victor Wembanyama shares, “I’m addicted to winning. The chase is what I love and what I live for.” Sha’Carri Richardson, the world’s fastest woman, drives her desire to win from the memory of losing, determined never to feel that way again. World record holder Jakob Ingebrigtsen states, “Every part of me is about winning. It’s the most important thing, and it’s what I’m going to chase.” LeBron James, known as “The King,” emphasizes, “As long as I’m out there on the floor, I’m trying to be the greatest ever.”
Narrated by Willem Dafoe, the campaign film features Nike athletes including Giannis Antetokounmpo, LeBron James, Jakob Ingebrigtsen, Sha’Carri Richardson, Serena Williams, Qinwen Zheng, A’ja Wilson, and Vinícius Júnior. The film leads the campaign, celebrating the unwavering spirit of these athletes.
Nicole Graham, Chief Marketing Officer at NIKE, Inc., says, “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.”
In addition to the main film, the campaign includes athlete extension films, iconic images, social media extensions, and out-of-home advertising in cities worldwide. ‘Winning Isn’t for Everyone’ demonstrates how Nike’s unapologetic view of victory helps athletes globally realize their dreams.
Adds Graham: “Nike’s story starts with the athlete story. It always has. And it always will. ‘Winning Isn’t for Everyone’ shows that anyone can be a winner if they are willing to do what it takes.”
Kim Gehrig is represented by Somesuch internationally and by Revolver locally.
- Agency: Wieden+Kennedy Portland
ECDs: Caleb Jensen, Blair Warren
Creative Directors: Kevin Steele, Pedro Izique
Senior Creative: Jacobi Mehringer
Copywriter: Andrew Chhour
Head of Social Creative, Bodega: Dan Viens
Production Company: Somesuch
Director: Kim Gehrig
Photography Production Company: Emilie Muller Production
Photographers: Anthony Blasko, Nico Therin, Christopher Anderson
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