Winning Isn't for Everyone

The world’s best athletes aren't just motivated by the idea of winning - they are relentlessly fueled by it. That mindset is on display across the campaign. Nike and its elite athletes are showing the world what dedication and passion for winning means, and that unapologetically celebrating the pursuit of victory can be the ultimate source of inspiration. In addition to the anthem, “Winning Isn’t for Everyone” includes bespoke athlete extension films, global OOH, and social media extensions. The campaign is an unapologetic view of victory told from the perspective of the athlete.