In Wieden+Kennedy’s latest work for Nike, we’re reminded of the hard, cold truth of competition: that not everyone can be a winner. The sports brand hits that message home with inside help from leading athletes all striving for victory.
What does it mean for an athlete to achieve the top spot? In its summer campaign created by Wieden+Kennedy, Nike reminds us there can only be one winner and redefines what it means to have that determined winning mindset.
Titled ‘Winning Isn’t for Everyone’, the spot reminds us there’s nothing wrong with wanting to win gold; it’s about embracing the drive for excellence that pushes us to achieve our dreams. Nike’s message is clear: anyone can be a winner if they put their mind to it.
Interestingly, the insights for this campaign came directly from Nike’s athletes. It asked various sports stars, including LeBron James, Serena Williams, Giannis Antetokounmpo, Qinwen Zheng, A’ja Wilson, Vini Jr., Jakob Ingebritsen, and Sha’Carri Richardson, to explain what winning meant to them.
“As long as I’m out there on the floor, I’m trying to be the greatest ever.” — LeBron James, Team USA Basketball
“I’ve always just really wanted to win at everything that I do. I’m gonna do whatever it takes to do that.” — Sabrina Ionescu, Team USA Basketball
“As a child, anything I did, I didn’t see a point unless I was doing it to win. That’s still the case.” — Sophia Smith, Team USA Global Football
“We have to go out and fight for our dreams. Inside I always believed I could be better, I just had to do it.” — Qinwen Zheng, Team China, Tennis
As an example, Sophia Smith from Team USA Global Football said: “As a child, anything I did, I didn’t see a point unless I was doing it to win. That’s still the case.” American basketball player LeBron James said: “As long as I’m out there on the floor, I’m trying to be the greatest ever.”
“I’m addicted to winning,” added NBA phenom Victor Wembanyama. “The chase is what I love and what I live for.” And the 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.
Meanwhile, world record holder Jakob Ingebrigtsen said: “Every part of me is about winning,” he says. “It’s the most important thing, and it’s what I’m going to chase.”
The campaign debuted this month before the Olympics kicks off and leads with an anthem film narrated by Willem Dafoe and directed by Kim Gehrig. It features all those top athletes, like LeBron James and Serena Williams, participating in their chosen fields. As Nike explains, “Their competitive spirit isn’t something to be apologetic about. In a world where wanting to win has a losing reputation, our campaign speaks to the grit, determination, sacrifice and passion it takes athletes to get to the top of their sport and the Olympic stage. The pursuit of excellence is a journey that begins with the athlete mindset.”
“This is about celebrating the voice of the athlete,” says Nicole Graham from Nike. “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 anthem, ‘Winning Isn’t for Everyone’ includes athlete extension films, campaign photography, social media, and out-of-home advertising in cities worldwide. 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.
“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 willing to do what it takes.”
