Nike unveils Summer 2024 campaign "Winning Isn’t for Everyone"

Nike has kicked off its Summer 2024 campaign titled "Winning Isn’t for Everyone," a bold celebration of the relentless drive that propels the world’s top athletes. Launched in july, this campaign redefines winning not just as a goal, but as a mindset that elite athletes live by every day.
Drawing inspiration from the insights of Nike’s leading athletes, the campaign challenges the misconception that winning carries a negative connotation. Instead, it shines a spotlight on the grit, determination, and sacrifices required to reach the pinnacle of success. Prominent athletes such as USWNT footballer Sophia Smith, NBA phenom Victor Wembanyama, the world’s fastest woman Sha’Carri Richardson, and world record holder Jakob Ingebrigtsen share their unwavering passion for victory. NBA legend LeBron James encapsulates the campaign’s essence, stating, "As long as I'm out there on the floor, I'm trying to be the greatest ever."

Narrated by Willem Dafoe, the campaign's anthem film features a star-studded cast, including Giannis Antetokounmpo, Serena Williams, Qinwen Zheng, A’ja Wilson, and Vini Jr., who bring the message to life. "This is about celebrating the voice of the athlete," said 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."

The "Winning Isn’t for Everyone" campaign extends beyond the anthem film, with athlete-focused content, iconic imagery, social media engagement, and global out-of-home advertising. This multi-channel approach reinforces Nike's commitment to empowering athletes to chase their dreams, proving that victory is attainable for those willing to put in the work.
As the campaign unfolds, Nike is also bringing this mindset to the Paralympic Games, which began on August 28 in Paris and will run until September 8, 2024. A new 30-second spot, set to Beethoven’s Symphony No. 9, underscores that mere participation isn't enough—winning is the ultimate goal. Italian fencer Beatrice Vio drives the message home, declaring, "Last time I checked, winning is winning."
This campaign, created by independent agency Wieden+Kennedy, continues Nike's tradition of thought-provoking and impactful advertising. From its iconic 2018 ad with Colin Kaepernick to today’s message of unapologetic ambition, Nike remains at the forefront of sports culture, sparking conversations that resonate worldwide.

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