This summer’s Olympics campaign for Nike out of Wieden+Kennedy Portland reminds us that there’s nothing wrong with wanting to win. It’s about embracing the drive for excellence that pushes athletes to achieve their dreams. Nike’s message is clear: anyone can be a winner if they want to be and the brand is showcasing how sport and the pursuit of victory can inspire people from all walks of life.
The insights for this campaign came directly from Nike’s athletes. “Winning Isn’t for Everyone” speaks to the grit, determination, sacrifice and passion that it takes athletes to get to the top of their sport and the Olympic stage. The pursuit of excellence is a journey that begins with the athlete mindset.
Narrated by Willem Dafoe and directed by Kim Gehrig via production house Somesuch, this anthem film–which asks “Am I A Bad Person?”–features athletes like LeBron James, Serena Williams, Giannis Antetokounmpo, Qinwen Zheng, A’ja Wilson, Vini Jr., Jakob Ingebritsen and Sha’Carri Richardson.
Credits
Client Nike Agency Wieden+Kennedy Portland Caleb Jensen, Blair Warren, executive creative directors; Kevin Steele, Pedro Izique, creative directors; Orlee Tatarka, head of production; Kerli Teo, executive producer; Emily Knight, sr. producer; Lily Teague, associate producer; Grace Tsai Petrenka, executive art producer; Rosie Ollero, sr. art producer; Emily Bibey, visual research lead; Jacobi Mehringer, sr. creative; Andrew Chhour, Courtney Fields, copywriters; Tola Oseni, art director; Dan Viena, head of social creative, Bodega; Alicia Kuna, head of design studio operations & production; Sarah Starr, group design producer; Paris Fontes-Michel, design producer; Elena Reyna Hernandez, Sophie Van Der Merwe, Hui Chen Ou Yang, designers. Production Company Somesuch Kim Gehrig, director; Chayse Irvin, DP; Sally Campbell, Tim Nash, co-founders; Seth Wilson, managing director/exec producer; Roger Zorovich, head of production; Joe Yardley, post producer; Alexandra Lisee, line producer; Jacob Swan Hyams, line producer (Paris); Danielle Bliman, production supervisor; Dominika Wasik, production manager (Paris); Andrew Mardis, production supervisor; Guy Forgaard, 1st AD; Akin McKenzie, production designer; Camille Gaimendia, lead stylist. Editorial Spot Welders Robert Duffy, editor; Brian Jones, assistant editor; Edwina Lantigua, post producer; David Glean, CEO. VFX a52 Andy McKenna, Jessie Monsour, creative directors; David Hyatt, CG supervisor; Kevin Stokes, Adam Flynn, Michael Vaglienty, Benoit Mannequin, Theodore Maniatis, Rod Basham, Nicolas Vigneau, Andy Davis, Joey Brattesani, Flame artists; Kevin Stokes, John Valle, Matthew Monteleone, online artists; Dustin Mellum, Chris Clyne, Scott Nishiki, Joe Chiechi, Mike Bettinardi, Joey Bettinardi, Jose Limon, Joe Paniagua, Christian Sanchez, Mike Kirylo, 3D artists; Eve Kornblum, managing director; Andy Wilkoff, head of 3D; Drew Rissman, head of production; Sam Cornwell, sr. VFX producer; Kim Christensen, Patrick Nugent, exec producers. Color Trafik Mark Gethin, colorist; Taylor Pool, assistant colorist; Greer Bratschie, head of production; Robert Owens, managing partner. Licensed Music “I Allegro Ma Non Troppo, Un Poco Maestoso” by Ludwig van Beethoven from Egmont Overture: Symphony No. 9, track name, performance by Ferenc Fricsay and the Berliner Philharmoniker; “Il. Motto Vivace by Ludwig van Beethoven from Egmond Overture: Symphony No. 9, track name, performance by Ferenc Fricsay and the Berliner Philharmoniker; “IV. Presto-Alegro Assai” by Ludwig van Beethoven from Symphony No. 9 in D Minor, Opus 125 “Choral,” track name, performance by Hans Schmidt-Isserstedt & Wiener Philharmoniker. Sound Design & Mix Field Day Noah Woodburn, Morgan Johnson, Natale Huizenga, sound design & mix; Leslie Carthy, exec producer. Music Supervision Soundtree Peter Raebum, creative director; Jay James, managing director/exec producer; Colin McIlhagga, music supervisor; Peter Raebum, Luke Fabia, John Mourounas, Benjamin Jones, music producers/arrangers. Research & Clearance Curious Research & Clearance Christina Lutz, exec producer; Samalee Matuszek, clearance producer; Julia Brandao, clearance specialist; Griffen Eckstein, research producer.
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
