Nike launches a new campaign ahead of the Paris24 Olympic Games

Do we have to be ashamed if we want to win? Is this the new message that Nike wanted to use at the center of their new campaign "Winning Isn’t for Everyone" launched a few days before the start of the Paris24 Olympic Games. It is needless to say how important the Parisian event is for Nike, which over the years has been able to tell and support many athletes who did not necessarily come from the most popular disciplines. In fact, the plurality of voices on the field is a testament to the great work done by Nike in selecting its athletes, working both on sports results and storytelling, to create a chorus dedicated to pure competition, without limits or boundaries.

It is therefore no coincidence that Nike has chosen an unusual approach to tell the sports event where "The important thing is not to win, but to take part" at least according to Baron De Coubertin. After all, if you don't want to win, you have already lost. And the desire to win becomes an even more pressing obsession as the Olympic event approaches, the most coveted stage for every athlete who wants to write their name in history. But winning is not for everyone. You have to want it strongly and live for it, until you achieve it. There are no excuses and no discounts, winning is the only thing that matters in Nike's new slogan.

In the powerful commercial accompanied by the unmistakable voice of Willem Defoe, who for the occasion returns to the role of the Goblin, all the top athletes signed by the Swoosh appear: Giannis Antetokounmpo, Jakob Ingebrigtsen, LeBron James, Sha’Carri Richardson, Vini Jr., Serena Williams, A’ja Wilson, Victor Wembanyama, Kylian Mbappé, Cristiano Ronaldo, Vinicius Junior, Sabrina Ionescu, Eliud Kipchoge, Alexia Putellas, Bebe Vio and of course Kobe Bryant. The Mamba Mentality could not be missing in a story dedicated to the obsession for victory, a still central presence in Nike's branding more than 4 years after his passing, to motivate even more all the athletes participating in the Paris24 Olympic Games to go beyond their limits. Because in the end, winning is not for everyone.