
Nike is making a bold marketing comeback at the Paris Olympics with its campaign titled “Winning Isn’t for Everyone.”
Narrated by actor Willem Dafoe (Poor Things, The Lighthouse, Spiderman: No Way Home), the campaign delves into the ruthless drive required to be a top athlete, challenging perceptions of negative traits as motivators for success. Featuring legendary athletes such as LeBron James, Serena Williams, and Giannis Antetokounmpo, it uses the refrain “Am I a Bad Person?” to provoke thought about the qualities that drive sporting greatness.
In contrast to other Olympic sponsors who embrace feel-good sportsmanship, Nike takes a gritty and subversive approach. Dafoe’s energetic narration questions whether the relentless pursuit of victory makes one a bad person, complemented by footage of athletes performing at their peak. The campaign also includes social media content and out-of-home ads with bold statements like “If you don’t want to win, you’ve already lost.” Watch below:
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“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.”
“Nike’s story starts with the athlete story. It always has. And it always will,” adds Graham. “‘Winning Isn’t for Everyone’ shows that anyone can be a winner, if they are willing to do what it takes.”
This campaign marks the beginning of Nike’s journey to rediscover “sharper and bolder” marketing that highlights athletes and key sporting moments. Facing declining sales, with revenue sliding 2% year over year, Nike sees the Olympics as an opportunity to reestablish its brand identity and inspire consumers with the powerful message of winning.
Led by agency Wieden + Kennedy Portland, this marketing initiative is the largest undertaken by Nicole Hubbard Graham since becoming Nike’s CMO earlier this year. Graham emphasizes that the campaign is not just about marketing but celebrating the mindset and determination of elite athletes. Nike aims to reclaim its reputation for conversation-starting marketing and address challenges it has faced from upstart brands and a focus on direct-to-consumer strategies.
In addition to the anthem, “Winning Isn’t for Everyone” includes athlete extension films, iconic image, 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.





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