The sportswear giant has positioned the Paris Olympics as a moment to reclaim “sharper and bolder” marketing.
Nike’s latest billboard for the Summer Olympics in Paris captures the brand’s fresh and audacious spirit. Their new campaign, “Winning Isn’t for Everyone,” delves into the relentless drive required to reach the pinnacle of athletic success. This marks a strategic shift as Nike leverages the games to make a strong marketing comeback.
Nike unveiled its Olympics campaign, “Winning Isn’t for Everyone,” which examines the ruthless drive it takes to be a top athlete, according to a press release.
Narrated by actor Willem Dafoe, the ads explore the intense motivations behind sporting greatness. Legendary athletes like LeBron James and Serena Williams feature prominently, with the provocative refrain, “Am I a Bad Person?” echoing throughout the campaign.
Nike has positioned the Paris Olympics as a comeback moment. The company has contended with slumping sales and is vying to reclaim a reputation for bold, conversation-starting brand marketing.
In contrast to the feel-good themes embraced by other Olympic sponsors, Nike’s campaign takes a subversive turn. It highlights qualities often seen as negative but essential for elite athletes. Dafoe’s energetic voiceover adds a dramatic touch, questioning if the drive to win is inherently bad. The visuals showcase top athletes at their peak, emphasizing their relentless pursuit of victory.
Social media content and out-of-home ads are also part of the campaign. Billboards appearing in cities around the world pair athlete ambassadors with copy like “If you don’t want to win, you’ve already lost” and “My dream is to end theirs.”
This bold concept stems from insights shared by Nike’s athlete partners, with agency Wieden + Kennedy Portland leading the creative direction. It marks the most significant marketing initiative under Nicole Hubbard Graham, who took over as CMO earlier this year.
“This isn’t just a campaign — it’s about celebrating athletes and their winning mindset,” said Graham in a statement shared over email. “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 revive its “sharper and bolder” marketing approach, focusing on athletes and key sporting moments. The company acknowledges past over-reliance on direct-to-consumer strategies and faces competition from emerging brands in areas it once dominated.
Nike saw revenue slide 2% year over year to $12.6 billion in its most recent financial quarter and slashed its guidance for the year.
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