Nike proves effective storytelling can happen in under 30 seconds

In its recent spate of succinct adverts, Nike is focusing on the intensity of sport, using vignettes featuring athlete mantras to encapsulate their life passion in just a few words and moving images.

The Olympic Games are a powerful beacon for immersing the public in the highs and lows of the world of sport. The advertising and media behemoth that accompanies them, however, means brands seldom have long to make their mark.

Nike has sensibly opted to tell the stories of some of its key brand ambassadors through a series of short, impactful adverts under the moniker Winning Isn’t for Everyone.

All the adverts feature an athlete locked in an intense moment of competition, or preparation in the here and now, interspersed with quick flashback-style montages depicting how they got to where they are.

Accompanying each clip is a voiceover from the athlete, that condenses their life story or motivating ethos into a few short sentences.

About the campaign

The campaign features Nike athletes, including Giannis Antetokounmpo, Jakob Ingebrigtsen, LeBron James, Sha’Carri Richardson, Vini Jr., Serena Williams, Qinwen Zheng and A’ja Wilson.

The insights for the campaign come directly from Nike athletes, who were clear that if you don’t want to win, you’ve already lost. Their competitive spirit is depicted as something not to be apologetic about.

In a world where wanting to win has got a losing reputation, “Winning Isn’t for Everyone” speaks to the grit, determination and sacrifice athletes say is required to get to the top of their sport.