Nike reminds the world there's nothing wrong with wanting to win

Nike is unveiling its latest summer campaign featuring a collective of the world’s greatest athletes, to celebrate the voice of athletes and highlight their unapologetic views of victory. 

Also known as “Winning isn’t for everyone”, the campaign has been available since 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 and A’ja Wilson. 

The insights for the campaign came directly from Nike athletes, who were clear if they don’t want to win, they’ve already lost.  

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. 

Within the short campaign film, Nike and a collective of its elite athletes are showing the world what passion for winning means, and that celebrating the pursuit of victory can be the ultimate source of inspiration for all athletes. 

American professional basketball player Lebron James told Nike: “As long as I'm out there on the floor, I'm trying to be the greatest ever.” 

"I’m addicted to winning," said NBA phenom Victor Wembanyama. "The chase is what I love and what I live for." World's fastest woman Sha'Carri Richardson said her desire to win comes from remembering what it feels like to lose — and never wanting to feel that way again. 

In addition to the anthem, “Winning isn’t for everyone” includes athlete extension films, iconic images, social media extensions 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. 

While in Hong Kong, local left-handed foil fencer Cheung Ka Long will be ahead of the biggest stage for sport with the world's top athletes to demonstrate his determination to win without setting limits on his dream goals and moving forward, reminding the world that there’s nothing wrong with wanting to win. 

“This is about celebrating the voice of the athlete,” said Nicole Graham, chief marketing officer at 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.”  

“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 they are willing to do what it takes.”

MARKETING-INTERACTIVE has reached out to Nike for more information. 

Related articles:

Nike becomes official apparel partner for China's League of Legends Pro League
Nike partners Fortnite to launch in-game Jordan sneakers