How Nike’s Ad Campaign Sparked a Conversation on Sportsmanship

Nike took a long shot – and missed the mark, according to viewers – with it’s recent pro-unsportsmanlike “Winning is not for everyone” for the Olympics. The ad’s first shot features a terrifyingly locked in child, clearly hinting at the content and route the ad would take. The star-studded campaign video has an edgier, grungier message than the Nike world is used to portraying.

‘I have no sense of compassion,’ ‘I have zero remorse,’ I have an obsession for power’ — all of these lines are borderline psychopathic. Yes, it’s clear they’re trying to make a point about the complexities of competing, sacrifices of major athletes, and our obsession with winning. But, the ad’s nuance misses the mark for some who remember scores of Nike ads exuding nothing but motivating, entertaining, encouraging, and empowering messages – especially amidst the global Olympics.

All press is good press. Right?

Is Nike turning toward the age-old adage that all press is good press? All controversy stirs up demand and name recognition? I’d see the appeal. The ad garnered 1 million views in just five days of its launch. But the comment section of the video tells a very different story. But, people did not take it lightly. A top comment called the ad “the inner monologue of Green Goblin.”

According to the Statista 2024 chart, Nike has changed in the last few decades, though not likely in the way they’re hoping. Brand awareness is at 97%, everyone knows Nike everywhere. Usage, however, stalls out at 58% in the United States. The numbers tell the very same story of their recent ad campaign – people are watching, but are not impressed or pumped up to buy Nike products. A brand could be widespread and known, but it doesn’t translate to likability and performance in the market.  

The art of picking a time and place

The message itself is unique, sure, but there’s also the persnickety part of creating ad campaigns that requires you to read the room.

The ‘winning is not for everyone’ ad campaign was for the 2024 Paris Olympics in 2024 – an event that embodied the true spirit of sportsmanship, and never did it feel anything like Nike’s definition of winning at any cost.  

Nike’s no stranger to trying to elusively stir controversy and attention during the Olympics. Their 1996 ad featured a slogan, ‘You don’t win silver, you lose gold.‘  

Cut to the chase  

Nike’s decision to launch the “Winning Is Not for Everyone” campaign for the 2024 Olympics certainly grabbed attention but left a bitter aftertaste for the audience. The below-the-belt take on sportsmanship sparked the brand’s buzz.