Nike has positioned the Paris Olympics as a moment to reclaim “sharper and bolder” marketing. The sportswear giant’s new campaign, “Winning Isn’t for Everyone,” examines the ruthless drive it takes to be a top athlete. Actor Willem Dafoe narrates the ads, which feature legendary athletes like LeBron James and Serena Williams, probing qualities such as an obsession with power and a lack of empathy.
The campaign is a comeback moment for Nike, which has faced slumping sales and aims to reclaim its reputation for bold marketing. Some Olympics sponsors have embraced feel-good sportsmanship for their marketing. In contrast, Nike’s subversive approach digs into qualities often perceived as negative but are motivators for elite athletes.
Dafoe’s narration questions whether the drive to win makes one a bad person, complementing footage of sports icons performing at their peak. Social media content and out-of-home ads are also part of the campaign. Billboards around the world pair athlete ambassadors with copy like “If you don’t want to win, you’ve already lost.”
The in-your-face concept embodies what it takes to achieve an elite athlete’s mindset, inspired by insights from Nike’s athlete partners. Agency Wieden + Kennedy Portland led the campaign.
“Winning Isn’t for Everyone” is the biggest marketing initiative undertaken by Nicole Hubbard Graham, who became CMO earlier this year. “This isn’t just a campaign — it’s about celebrating athletes and their winning mindset,” said Graham. “It’s a story about what it takes to be the best. The sacrifices, determination, and grit athletes commit to in their pursuit of greatness.”
Nike’s journey to rediscover “sharper and bolder” marketing leans on athletes and key sporting moments. The sportswear giant has admitted to over-focusing on its direct-to-consumer strategy in recent years and contended with challenges from upstart brands in categories it once dominated. Nike saw revenue slide 2% year over year to $12.6 billion in its most recent financial quarter and slashed its guidance for the year.
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