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Great athletes remind the world there's nothing wrong with wanting to win

  • 26 August 2024
Black and white photo grid collage featuring many famous athletes in various poses.
Black and white photo grid collage featuring many famous athletes in various poses.

What to know

  • For summer 2024, Nike is unveiling its newest campaign, Winning Isn't for Everyone, featuring a collective of the world's greatest athletes, all motivated by victory. 
  • Ahead of the biggest stage for sport, Nike and its athletes are reminding the world that there's nothing wrong with wanting to win.
  • The campaign debuts on 19 July, leading with a 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. 

The world's best athletes aren't just motivated by the idea of winning—they are relentlessly fuelled by it. That mindset is on display in Nike's summer 2024 campaign, Winning Isn't for Everyone. Nike and a collective of its elite athletes are showing the world what passion for winning means, and that celebrating the pursuit of victory can be the ultimate source of inspiration for all athletes.*

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

In conversation with hundreds of athletes, Nike heard:

 USWNT footballer Sophia Smith says she didn't see the point in doing something unless she was doing it to win. 

"I'm addicted to winning", says NBA phenom Victor Wembanyama. "The chase is what I love and what I live for".

The world's fastest woman, Sha'Carri Richardson, says her desire to win comes from remembering what it feels like to lose—and never wanting to feel that way again.

"Every part of me is about winning", says world-record holder Jakob Ingebrigtsen. "It's the most important thing, and it's what I'm going to chase".

And the King, LeBron James: "As long as I'm out there on the floor, I'm trying to be the greatest ever".

The campaign debuts on 19 July, leading with a film narrated by Willem Dafoe and featuring Nike athletes such as Giannis, LeBron, Jakob, Sha'Carri, Serena Williams, Qinwen Zheng, A'ja Wilson and Vini Jr.

"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".

In addition to the anthem, Winning Isn't for Everyone includes athlete extension films, iconic images, 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.

"Nike's story starts with the athlete story. It always has. And it always will", says Graham. "Winning Isn't for Everyone shows that anyone can be a winner, if they are willing to do what it takes".

Watch the film here.

Nike's "Winning Isn't For Everyone" campaign

Nike athletes featured in the film include:

Giannis Antetokounmpo

Kobe Bryant

Ixhelt González

Jakob Ingebrigtsen

Sabrina Ionescu

LeBron James

Eliud Kipchoge

Kylian Mbappé

Alexia Putellas

Sha'Carri Richardson

Cristiano Ronaldo

Sophia Smith

Vini Jr.

Bebe Vio

Victor Wembanyama

Serena Williams

A'ja Wilson

Qinwen Zheng

Explore the gallery and captions below for more examples of Nike athletes' drive to win.

*If you have a body, you are an athlete.

Nike Winning Isn't for Everyone campaign

Assets
Blue Nike campaign card of featuring black and white photo of Giannis Antetokounmpo with the caption, "If you don't want to win, you've already lost."
Black Nike campaign card featuring black and white photo of Sha'Carri Richardson with the caption, "Here to have the times of my life," in neon green text.
Black Nike campaign card featuring black and white photo of Victor Wembanyama with the caption, "My dream is to end theirs," in scarlet red text.
Black Nike campaign card featuring black and white photo of Qinwen Zheng with the caption, "There's only one souvenir I want from Paris," in white text.
Black Nike campaign card of Jakob Ingebrigtsen with the caption, "I don't want first. I want first ever," in neon green text.
Black and white back angled view of LeBron James solemnly looking back over his shoulder.
Black and white side angled view of A'ja Wilson looking over her shoulder at a basketball stadium.
Black and white photo of Sabrina Ionescu on the basketball floor fiercely pumping her fist in victory.
Black and white side angled close up view of Qinwen Zheng with a determined expression holding a tennis racket at shoulder height.
Black and white photo of Eliud Kipchoge smiling widely as he is lifted by a crowd of people.
Black and white front angled view of Bebe Vio thrusting a fencing foil forward in a stanced position.
Black and white side angled view of Giannis Antetokounmpo looking over his shoulder at a basketball stadium.
Black and white photo of Sha'Carri Richardson striking a victory pose.
Black and white front angled view of Sophia Smith.
Black and white side angled view of Victor "Wemby" Wembanyama looking over his shoulder.
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