For the world’s top athletes, winning isn’t just a goal; it’s their fuel, their mindset. It drives them to train harder, dig deeper, and break through every limit.

Nike’s Summer 2024 campaign for the Paris Olympics brought that relentless pursuit of victory into focus. We didn’t just celebrate the result; we celebrated the fire that fuels it, proving that the pursuit of greatness is a source of inspiration for every athlete.

The insight for this campaign came directly from Nike Japan athletes: Wheelchair Tennis Gold Medalist Tokita Oda, breakdancing superstar SHIGEKIX, and skating phenom Funa Nakayama. Their message was clear: If you don’t want to win, you’ve already lost.

In a world where the desire to win is often misunderstood, we embraced the grit, the dedication, and the sacrifices athletes face in their relentless journey to the top.