WINNING ISN'T FOR EVERYONE

For Paris 2024, Nike unveiled the “Winning Isn’t for Everyone,” campaign featuring a collective of the world’s greatest athletes, all motivated by the relentless pursuit of victory. 

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Nike and its athletes set out to remind the world that there’s nothing wrong with wanting to win. In fact, it’s a noble pursuit. Because if you don’t want to win, you’ve already lost.

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The campaign launched on the eve of the games, leading with a provocative anthem film narrated by Willem Dafoe and featuring Nike athletes, including Giannis Antetokounmpo, Jakob Ingebrigtsen, LeBron James, Sha’Carri Richardson, Vini Jr., Serena Williams, Qinwen Zheng and A’ja Wilson that challenges traditional perceptions an athlete, getting deep into their mindset and the drive that it takes to win.

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The world’s best athletes aren't just motivated by the idea of winning — they are relentlessly fueled by it. That mindset is on display across the campaign. Nike and a collective of its elite athletes are showing the world what dedication and passion for winning means, and that celebrating the pursuit of victory at all costs can be the ultimate source of inspiration.

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The insights for the campaign came directly from Nike athletes, who were clear that if you don’t want to win, you’ve already lost. Their competitive spirit isn’t something to be apologetic about. 

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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.