Winning Isn't Comfortable

Running is in Nike's DNA - a company born from an obsession with runners and their feet. 50+ years later, we were tasked with redefining Nike Running and getting the brand back to doing what it does best: understanding runners better than anyone else. ‘Winning Isn’t Comfortable’ reflects the real, contradictory truth about running. If you love running, you kinda hate it too. Executions from films to marathon takeovers reached a global audience of runners, with every message designed to explore the dual nature of the world’s oldest sport.