Communication includes official video, social media extensions and outdoor advertising in several cities around the world
Nike has assembled a team of elite athletes to highlight the passion for victory and show how celebrating the pursuit of triumph can serve as a source of inspiration for athletes.
The play, titled “Winning Isn’t for Everyone,” is narrated by Willem Dafoe and features performances by Giannis Antetokounmpo, LeBron James, Jakob Ingebrigtsen, Sha’Carri Richardson, Serena Williams, Qinwen Zheng, A’ja Wilson and Vinicius Jr.
“This is about celebrating the athlete’s voice. It’s a story about what it takes to be the best. The legacies that are yet to come and the dreams that will be realized. It reminds the world that there’s nothing wrong with wanting to win,” said Nicole Graham, Chief Marketing Officer, Nike, Inc.
In addition to them, the film also features images of Kobe Bryant, Ixhelt Gonzalez, Sabrina Ionescu, Eliud Kipchoge, Kylian Mbappé, Alexia Putellas, Cristiano Ronaldo, Sofia Smith, Bebe Vio and Victor Wembanyama.
The ideas for the campaign came directly from Nike athletes, who explained the importance of the will to win, and so the campaign talks about the grit, determination and sacrifice that athletes say are necessary to reach the top of their sport.
The communication also includes additional films with the athletes, extensions on social networks and outdoor advertising in cities around the world.
