Nike has gone all out with a blockbuster campaign for the upcoming 2024 Paris Olympics, enlisting star talent such as LeBron James and Sha’Carri Richardson to appear.
Narrated by Hollywood legend Willem Dafoe, ‘Winning Isn’t for Everyone’ celebrates the borderline psychopathy and obsession that elite athletes often need to develop in order to succeed at the highest level.
The 90-second ode to winning features some of the biggest names in sport, and alongside Olympians Giannis Antetokounmpo, Jakob Ingebrigtsen and A’ja Wilson, also celebrates some of the US brand’s biggest stars including Kylian Mbappé and Cristiano Ronaldo.
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“This is about celebrating the voice of the athlete. It’s a story about what it takes to be the best. It reminds the world that there’s nothing wrong with wanting to win,” Nike chief marketing officer Nicole Graham said.
Supporting the hero film will also be a global out-of-home push focused on triumph in the face of adversity, running across Los Angeles, New York, Miami, Chicago, Atlanta, Phoenix and Portland in Nike’s home market, as well as key international markets including the UK.
“Advertising is notorious for creating these heroes on large structures with beautiful images of people we admire. Also confronting the text on such a massive scale here is provocative because it’s a forward, assertive tone that we are taking,” a Nike spokesperson said.
