Did Nike win?

There’s no better time for a global brand like Nike to launch one of its biggest campaigns than during an Olympic year. I’ve been watching this campaign closely and noticed it sparked a lot of controversy, with people reacting in different ways. That’s why I wanted to share a quick breakdown and talk more about it – it’s definitely one of the campaigns that stood out this year.

First things first, to understand the different pieces of content, it’s important to know that Nike divided the campaign into two main parts:

1. "Winning Isn’t for Everyone" launched before the Olympics, showcasing the world’s greatest athletes and highlighting a variety of sports.
2. "Winning Isn’t Comfortable" launched after the Olympics, spotlighting everyday individuals and focusing exclusively on running.

Let’s dive deeper into both campaigns and explore some of the statements.

Here are 3 videos (each 30s) to get you on board into the campaign "Winning Isn’t for Everyone" look and feel:

1. Lebron James: I Am the Pressure
2. Lebron James: Again
3. Sha'Carri Richardson: Celebrate

After you watched these videos, here are some of the statements I found interesting to share with you. Both from Nike and other sources.

Nike: "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. “Winnings Isn’t for Everyone” speaks to the grit, determination, and sacrifice athletes say is required to get to the top of their sport."

Advertising Week: "This wasn’t a regular Olympics-focused campaign for brand awareness. This was a deliberate repositioning campaign that clearly sought to reconnect Nike with its core athletic audience. Looking back at some of the brand’s old strategy, this campaign sends a distinct message: Nike is for elite athletes. Built on the insight that only true athletes understand what it means to win at any cost, it emphasizes that not everyone can win. This campaign isn’t for everyone, and it shows."

Forbes: "Nike had so many positive messages it could have shared about the value of sports in building character – win or lose. How could a brand like Nike have gotten the message so wrong?...

...But the message is dark, self-absorbed and lacks empathy. It goes against the positive values of sportsmanship and goodwill associated with Nike and the Olympics."

The Drum: "Nike will lose if it thinks ‘winning isn’t for everyone’ inspires us."

My take:

The examples above offer a clear glimpse into how this campaign was perceived. After reading numerous articles on it, one thing became clear to me: while many sources analyzed the "message" from various angles, the truth is, that message wasn’t meant for them.

This campaign speaks directly from current to future Nike ambassadors; it’s like a personal, 1:1 motivational speech aimed at those who aspire to reach the highest levels of success. It’s not meant for the general audience, nor was it intended for them. So, when the general audience (examples from above) comments on the tone of the message, it’s like them advising LeBron James on how he should think when stepping onto the court. Neither his mindset would help the general audience, nor would their advice help him. These are two separate worlds, and one to another are not relatable. That doesn’t mean the advice is wrong - it simply means advice is relevant in its own context, not in someone else’s.

This campaign was a standout in sports marketing because it was clear, direct, and stood out during the busiest time in sports marketing - the Olympics. Each athlete shared their own unique message. It was clear that the campaign wasn't "localized," and I think that was by design. Localizing it would have meant changing the message, which would have made it weaker. As it is, the message is strong, honest, and not meant for everyone - just like winning.

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Now let's go to the second part of the campaign: "Winning Isn’t Comfortable"

Here are 3 videos (each 30s) to get you on board into the campaign "Winning Isn’t Comfortable" look and feel:

1. Running: Morning
2. Running: Sunshine
3. Running: Joy

'Winning isn’t Comfortable' is the second chapter of Nike’s 'Winning isn’t for Everyone' work, extended through the lens of Running. It is based on true insights and the realities Runner’s experience every time they lace up their shoes... and all that just before marathon season.

Around 2020, running was Nike’s largest category. With many competitors kicking in such as On and Hoka, Nike had a decline in sales so ever since then - they have been trying to get "back on their feet"; so Nike reinvesting in running culture to restore its relevance was and is expected.

My take:

This campaign didn’t generate much noise because it wasn’t aimed at the general audience; instead, it was specifically targeted at runners. Personally, I consider it one of the best campaigns I’ve seen in recent years for the running community. As someone who has been a runner for over 10 years, I can confidently say this campaign truly moved me. The reasons are many, and they vary, but they all resonate deeply:

1. Love-hate relationship with running: The campaign taps into the complex emotions that runners often feel - both the struggles and the rewards.
2. Relatable scenes for all skill levels: Every scene is crafted to resonate with runners, whether they're beginners or experienced, and across different running disciplines.
3. Running is more than just smiles and finish lines: The campaign shows that running isn’t always glamorous. It’s about the grit and determination behind the sport, not just athletes finishing races with smiles and medals.
4. Training through all conditions: No matter the weather, the message is clear: dedication to training comes first. Even on the toughest days, runners push through with discipline.
5. You're not alone: Training can feel lonely, but spotting another runner across the street reminds you that you're part of a bigger community.

Conclusion

Looking at both campaigns, I would say they complement each other perfectly. They speak to different audiences with distinct approaches, yet both deliver the same powerful message: winning isn’t for everyone, and it’s never easy. If you choose to join the winner’s club, Nike will be there to support you. It almost feels like you’ll have FOMO if you don’t train.

What stands out to me is how both campaigns are time-sensitive, giving them extra strength and relevance (Olympics & Marathon Season). This makes their message even more direct and impactful.

With "Winning Isn’t for Everyone," featuring extremely successful athletes, and "Winning Isn’t Comfortable," focused on regular runners, Nike balances the message and speaks to each target group in a way that resonates with them. They’ve got someone who truly understands.

I really admire their boldness and courage, especially at a time when most brands play it safe with similar messages through the years. It’s rare to see a brand like Nike stand out, push boundaries, reinvent itself, and take risks - just like true winners do.