Nike made the most of the 2024 Paris Olympics with the unveiling of its new brand voice: “Winning Isn’t for Everyone.” The campaign represents Nike’s commitment to being the voice of the athlete and is emblematic of the bold and irreverent advertising that has inspired athletes for over 50 years.
The expansive campaign kicked-off with the anthem film, “Am I a Bad Person,” narrated by Willem Dafoe and setting the tone for a slate of individual athlete films and multi-city OOH all designed to remind us that anyone can be a winner, if they want to be.
At launch, Fast Company declared that “Nike Gets Its Edge Back for the Paris Olympics.” Individual athlete films garnered attention on social media, including that of refugee and Olympian Kimia Alizadeh, which racked up over 837K likes, nearly 65K comments, and a whopping 17.3M views on Instagram. Kevin Durant’s athlete extension accumulated a staggering 26.2M views on Instagram, proving KD’s not a bad person — he’s the baddest. It even saw some Nike athletes not included in the original campaign asking publicly to play a part.
Perhaps most indicative of Nike’s enduring spirit, the campaign sparked a global and cultural conversation about the unapologetic pursuit of victory.
