Great Athletes Remind the World There’s Nothing Wrong With Wanting to Win

What to know

• For summer 2024, Nike is unveiling its newest campaign, “Winning Isn’t for Everyone,” featuring a collective of the world’s greatest athletes, all motivated by victory. 
• Ahead of the biggest stage for sport, Nike and its athletes are reminding the world that there’s nothing wrong with wanting to win.
• The campaign debuts, leading with a film narrated by Willem Dafoe and featuring Nike athletes, including Giannis Antetokounmpo, Jakob Ingebrigtsen, LeBron James, Sha’Carri Richardson, Vini Jr., Serena Williams, Qinwen Zheng and A’ja Wilson.

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 in Nike’s summer 2024 campaign, “Winning Isn’t for Everyone.” Nike and a collective of its elite athletes are showing the world what passion for winning means, and that celebrating the pursuit of victory can be the ultimate source of inspiration for all athletes*.

The insights for the campaign came directly from Nike athletes, who were clear if you don’t want to win, you’ve already lost. Their competitive spirit isn’t something to be apologetic about. In a world where wanting to win has got a losing reputation, “Winnings Isn’t for Everyone” speaks to the grit, determination and sacrifice athletes say is required to get to the top of their sport.

In conversation with hundreds of athletes, Nike heard:

 USWNT footballer Sophia Smith says she didn’t see the point in doing something unless she was doing it to win. 

World’s fastest woman Sha’Carri Richardson says her desire to win comes from remembering what it feels like to lose — and never wanting to feel that way again.

World record holder Jakob Ingebrigtsen "Every part of me is about winning" he says. "It’s the most important thing, and it’s what I’m going to chase.”

And the King, Lebron James: “As long as I’m out there on the floor, I’m trying to be the greatest ever.”

The campaign debuts, leading with a film narrated by Willem Dafoe and featuring Nike athletes such as Giannis, LeBron, Jakob, Sha’Carri, Serena Williams, Qinwen Zheng, A’ja Wilson, and Vini Jr.

“This is about celebrating the voice of the athlete,” says Nicole Graham, Chief Marketing Officer at NIKE, Inc. “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. It reminds the world that there’s nothing wrong with wanting to win.”

In addition to the anthem, “Winning Isn’t for Everyone” includes athlete extension films, iconic image, social media extensions and out of home advertising in cities worldwide. The campaign is the latest example of how Nike’s unapologetic view of victory helps athletes all over the world make their dreams a reality.

“Nike’s story starts with the athlete story. It always has. And it always will" says Graham. “‘Winning Isn’t for Everyone’ shows that anyone can be a winner, if they are willing to do what it takes.”

Watch the film here

Nike athletes featured in the film include:

Giannis Antetokounmpo

Kobe Bryant

Ixhelt Gonzalez

Jakob Ingebrigtsen

Sabrina Ionescu

LeBron James

Eliud Kipchoge

Kylian Mbappé

Alexia Putellas

Sha’Carri Richardson

Cristiano Ronaldo

Sophia Smith

Vini Jr.

Bebe Vio

Victor Wembanyama

Serena Williams

A’ja Wilson

Qinwen Zheng

Explore the gallery and captions below for more examples of Nike athletes’ drive to win.

*If you have a body, you are an athlete.

Nike "Winning Isn’t For Everyone" Campaign