Nike honors the voice of athletes with Olympic campaign

Nike unveils its latest summer campaign featuring a collective of the world’s best athletes to celebrate the voice of athletes and highlight their uncompromising view of victory.

Also known as “Winning Isn’t for Everyone,” the campaign has been available since July 19 and begins with a film narrated by Willem Dafoe and featuring Nike athletes such as 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 knew that if they didn’t want to win, they had already lost.

In a world where the desire to win has a reputation for being a loser, the statement “winning isn’t for everyone” reflects the courage, determination and sacrifice that athletes say are required to reach the top in their sport.

In the short campaign film, Nike and a group of its elite athletes show 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 court, I’m trying to be the best ever.”

“I’m addicted to winning,” said NBA phenom Victor Wembanyama. “The chase is what I love and what I live for.” The fastest woman in the world, Sha’Carri Richardson, said her will to win comes from remembering what it feels like to lose – and that she never wants to feel that way again.

In addition to the anthem, “Winning isn’t for everyone” includes complementary films about the athletes, iconic images, social media extensions and outdoor advertising in cities around the world.

The campaign is the latest example of how Nike’s uncompromising attitude to winning helps athletes around the world make their dreams a reality.

In Hong Kong, local left-handed foil fencer Cheung Ka Long will take to the biggest sporting stage alongside the world’s best athletes to show his will to win, set no limits on his dreams and look forward, reminding the world that there is 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 legacy that is yet to be formed. And the dreams that are coming true. It reminds the world that there’s nothing wrong with wanting to win.”

“The Nike story begins with the story of an athlete. It always has. And it always will,” says Graham. “‘Winning Isn’t For Everyone’ shows that anyone can be a winner if they’re willing to do what it takes.”

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