Aussie expat director Kim Gehrig shoots ‘Winning Isn’t For Everyone’ ad for Nike via W+K Portland

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’, directed by Aussie expat director Kim Gehrig and created by Wieden+Kennedy Portland.

 

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.

“I’m addicted to winning,” says NBA phenom Victor Wembanyama. “The chase is what I love and what I live for.”

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

Says Nicole Graham, chief marketing officer at NIKE, Inc.: “This is about celebrating the voice of the athlete. 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.

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

Gehrig is represented by Somesuch overseas and locally via Revolver.

Agency: Wieden+Kennedy Portland
ECDs: Caleb Jensen, Blair Warren
Creative Directors: Kevin Steele, Pedro Izique
Senior Creative: Jacobi Mehringer
Copywriter: Andrew Chhour
Head of Social Creative, Bodega: Dan Viens
Production Company: Somesuch
Director: Kim Gehrig
Photography Production Company: Emilie Muller Production
Photographers: Anthony Blasko, Nico Therin, Christopher Anderson