The insights for the campaign came directly from Nike athletes, who were clear if you don't want to win, you've already lost. Their competitive spirit isn't something to be apologetic about. In a world where wanting to win has got a losing reputation, Winnings Isn't for Everyone speaks to the grit, determination and sacrifice athletes say is required to get to the top of their sport.
The insights for the campaign came directly from Nike athletes, who were clear if you don't want to win, you've already lost. Their competitive spirit isn't something to be apologetic about. In a world where wanting to win has got a losing reputation, Winnings Isn't for Everyone speaks to the grit, determination and sacrifice athletes say is required to get to the top of their sport.
[product][product]
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".
[image box]
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.
"Every part of me is about winning", says world-record holder Jakob Ingebrigtsen. "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".
The campaign debuts on 19 July, leading with a film narrated by Willem Dafoe and featuring Nike athletes such as Giannis, LeBron, Jakob, Sha'Carri, Serena Williams, Qinwen Zheng, A'ja Wilson and Vini Jr.
"This is about celebrating the voice of the athlete", says Nicole Graham, chief marketing officer at Nike, Inc. "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".
What to know
-
For summer 2024, Nike is unveiling its newest campaign, Winning Isn't for Everyone, featuring a collective of the world's greatest athletes, all motivated by victory.
-
Ahead of the biggest stage for sport, Nike and its athletes are reminding the world that there's nothing wrong with wanting to win.
-
The campaign debuts on 19 July, leading with a film narrated by Willem Dafoe and featuring Nike athletes, including Giannis Antetokounmpo, Jakob Ingebrigtsen, LeBron James, Sha'Carri Richardson, Vini Jr., Serena Williams, Qinwen Zheng and A'ja Wilson.
