“Winning Isn’t Comfortable” is the second iteration of Nike’s “Winning Isn’t for Everyone,” this time with an emphasis on the challenge of running—in any conditions.

Launched Thursday (Sept. 5), a campaign film titled “Sunshine,” created by Wieden+Kennedy Portland, depicts the realities runners experience every time they lace up their shoes—chasing miles, tired and sweaty, rain or shine.

It focuses on runners who get out to run in the rain—mud included—showing how hard it can be to just get out the door. A version of “You Are My Sunshine” by Christina Perri scores the spot, adding a contradictory tension. Basketball star Juju Watkins also makes a cameo.

Also read: A winner’s mindset is what it takes to be the GOAT in Nike Olympics campaign

The film is part of a series that will soon feature three other films—titled “Morning,” “Joy” and “Stairs”—all directed by Megaforce. Each film aims to build on the tension every runner faces, including pushing through the morning dread, the elements outside, the pain of hitting a wall, and even walking down the stairs after a run or race, juxtaposing it with the feeling of accomplishment when they push themselves beyond what they thought possible.

UPDATE: The “Morning” spot is below.

The campaign pushes a similar message to “Winning Isn’t for Everyone,” celebrating the people who push out of their comfort zones to discover what they can accomplish.

In addition to the film, which will run globally though marathon season, the campaign includes OOH ads that follow the same style as the OOH billboards for “Winning Isn’t for Everyone.” Campaign assets will also run on social media. 

 

 

 

 

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