Nike has unveiled a bold new campaign for the Paris Summer Olympics, marking a significant moment in the sportswear giant’s marketing strategy. Titled “Winning Isn’t for Everyone,” the campaign emphasizes the ruthless drive necessary to reach the top in sports, according to a press release from the company.
The ads, narrated by actor Willem Dafoe, delve into the qualities that drive elite athletes, such as an obsession with power, an insatiable desire for success, and a lack of empathy. Dafoe’s refrain, “Am I a Bad Person?” underscores the narrative, featuring legendary athletes like LeBron James and Serena Williams. Nike is positioning the Paris Olympics as a pivotal moment to reclaim its reputation for bold and conversation-starting marketing.
Some Olympic sponsors have opted for feel-good themes of sportsmanship and camaraderie in their marketing. However, Nike’s campaign takes a subversive approach, exploring traits often seen as negative but which fuel the drive of top-tier athletes. Dafoe, known for his villainous roles, provides an energetic voiceover that questions whether the intense drive to win makes one a bad person, complementing footage of sports icons at their peak.
The campaign includes social media content and out-of-home ads, with billboards in cities worldwide featuring athlete ambassadors alongside provocative copy like “If you don’t want to win, you’ve already lost” and “My dream is to end theirs.” This concept, embodying the elite athlete’s mindset, was inspired by insights from hundreds of Nike’s athlete partners, as stated in the campaign announcement.
Wieden + Kennedy Portland led the campaign, which is the largest marketing initiative undertaken by Nicole Hubbard Graham since she became Nike’s CMO earlier this year, replacing Dirk-Jan “DJ” van Hameren. “This isn’t just a campaign — it’s about celebrating athletes and their winning mindset,” Graham said in an email statement. “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. 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 aims to use the Olympics to rediscover its “sharper and bolder” marketing strategy, focusing on athletes and key sporting moments. The company has admitted to over-focusing on its direct-to-consumer strategy in recent years and facing increased competition from emerging brands in categories it once dominated, like running. In its most recent financial quarter, Nike’s revenue slid 2% year over year to $12.6 billion, prompting the company to cut its guidance for the year.
For more details on Nike’s campaign, visit Marketing Dive.
