Nike has unveiled its bold new Olympics campaign, “Winning Isn’t for Everyone,” positioning the Paris Summer Olympics as a pivotal moment to reclaim sharper and bolder brand marketing. The campaign, narrated by actor Willem Dafoe, delves into the ruthless drive it takes to be a top athlete, featuring legends like LeBron James and Serena Williams.
Nike’s ads for the Summer Olympics champion the ruthless drive it takes to win. The brand has positioned the games as a comeback moment for sharper, bolder brand marketing. Permission granted by Nike.
Nike’s campaign examines the relentless qualities that motivate sporting greats. Narrated by Dafoe, the ads question whether an obsession with power and a lack of empathy are necessary evils in the pursuit of greatness. The refrain, “Am I a Bad Person?” echoes throughout the creative, highlighting the drive of athletes like LeBron James, Serena Williams, Giannis Antetokounmpo, Qinwen Zheng, A’ja Wilson, Vini Jr., Jakob Ingebrigtsen, and Sha’Carri Richardson.
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.
Unlike other Olympics sponsors promoting sportsmanship and camaraderie, Nike’s campaign takes a subversive approach. Dafoe’s energetic voiceover questions whether the drive to win makes one a bad person, complementing footage of sports icons performing at their peak.
“I’m irrational, I have zero remorse, I have no sense of compassion,” Dafoe cackles in the anthem spot. “I’m delusional, I’m maniacal. You think I’m a bad person? Tell me.”
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.”
The concept, inspired by insights from hundreds of Nike’s athlete partners, was led by agency Wieden + Kennedy Portland. Nicole Hubbard Graham, who became Nike’s CMO at the start of the year, stated, “This isn’t just a campaign — it’s about celebrating athletes and their winning mindset.”
“Winning Isn’t for Everyone” is the biggest marketing initiative undertaken by Nicole Hubbard Graham since she stepped into the CMO role at the start of the year. Graham replaced Dirk-Jan “DJ” van Hameren, a longtime Nike veteran who served as its marketing chief for six years.
Nike aims to rediscover “sharper and bolder” marketing through this campaign, leveraging key sporting moments and athletes. The sportswear giant admitted to focusing too much on its direct-to-consumer strategy in recent years, facing challenges from upstart brands in previously dominated categories.
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.
Source: Marketing Dive