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

To be the best athlete, you must have a winning mindset—and not everyone is built to win. Are you? That’s the question introduced by a new, provocative campaign from Nike launched on Friday ahead of the Paris Olympic games. Created by Wieden+Kennedy Portland, “Winning Isn’t For Everyone” kicks off with an anthem film featuring world-renowned athletes known for being the greatest of all time (the G.O.A.T) in their sport. Vignettes and highlights of stars including LeBron James, Serena Williams, Giannis Antetokounmpo, Qinwen Zheng, A’ja Wilson, Vini Jr., Jakob Ingebrigtsen, Sha’Carri Richardson and others—including the late Kobe Bryant—blaze across the screen as Willem Dafoe narrates a script that speaks to the grit and single-minded focus of the world’s best athletes. The script is almost cocky, as game faces appear alongside Dafoe’s voice as he says phrases such as “I have no empathy.” I don’t respect you.” “I’m never satisfied.” and “I have zero remorse.” The campaign points out that the pursuit of excellence is a journey that begins with the athlete’s mindset. The purpose of the work is to both celebrate those who are the best and inspire more athletes to be the best. “This isn’t just a campaign—it’s about celebrating athletes and their winning mindset. It’s a story about what it takes to be the best. The legacies that have yet to be shaped. And the dreams that will be made real,” said Nicole Hubbard Graham, chief marketing officer at Nike. “It reminds the world that there’s nothing wrong with wanting to win.” The film will run on OLV, social media and TV globally, with media buys around the Olympic games. In addition, Nike will run OOH ads and wheat pastings globally, featuring photos of famous athletes and a phrase they use to get in a winning mindset. For instance, a poster of Victor Wembanyama will appear with large bold text that says “My dream is to end theirs.” Each phrase was crafted based on each athlete’s personality. Billboards will run in Peru, Argentina, Mexico, Philippines, Singapore, Thailand, India, Australia, Japan, Korea, Netherlands, France, U.K., Italy, Spain, Germany, Turkey, South Africa and in North America in cities including Los Angeles, New York, Miami, Chicago, Atlanta, Phoenix and Portland. The campaign will run throughout the summer and will include more activations in August for Kobe Bryant or Mamba Day on August 24. Prior to his death, Bryant coined the phrase “Mamba Mentality,” which represents having a winning mindset. Throughout the Olympics next week, Nike will also run activations at the Centre Pompidou in Paris. The company will open its “Art of Victory” exhibition on July 24, celebrating the history and journey of Nike Air, including the design of the Air Max 1 nearly 40 years ago. Outside the Centre Pompidou, Nike will take over its façade to display sports stories dating back to Nike’s 30th-anniversary celebration for the Air Max 1 at the Centre Pompidou in 2017.

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

Featured Stories