Nike follows up on 'Winning isn’t for everyone' for the Paralympics

Nike has released a follow-up to its Olympics campaign, 'Winning isn’t for everyone', ahead of the start of the Summer Paralympic Games on August 28. 

The new spot is titled 'Winning Is Winning', and follows the same format as the original, Am I a Bad Person? which debuted in July. 

Narrated by fencer Bebe Vio, the 30-second spot cycles through in-game shots of Paralympians including Vio, Markus Rehm, Beatriz Hatz, Núria Marquès and more, showing the strength and grit required to get to their elite level.

In her voice-over, Vio notes that the athletes that make it to the Olympics and Paralympics aren’t satisfied with participation trophies. She references a refrain that any athlete that qualifies for such an elite competition is a winner with the line, “they say just being here is winning, participating is winning.” 

Vio follows up with the true athletes’ mindset: “Last time I checked, winning is winning.”

Winning Is Winning was created by Wieden + Kennedy Amsterdam; the agency’s Portland headquarters was behind the original Winning Isn’t for Everyone film.

Christian Baur, associate creative director at Wieden + Kennedy Amsterdam, noted in a LinkedIn post that the work elevates the fact that “just like every other athlete that competes at the Games, Paralympians are obsessed with winning.”