Winning Isn’t For Everyone. But for the world’s best athletes, it’s not just a dream, it’s their fuel. It pushes them to train harder, dig deeper, and rise again.

Nike’s Summer 2024 campaign for the Paris Olympics brought that mindset to life. We didn’t just celebrate victory, we celebrated the pursuit of it. Because the fire to win is what makes greatness possible. And that relentless drive? It’s what inspires every athlete to keep going.

The insight came straight from Nike athletes themselves: If you don’t want to win, you’ve already lost.
In a world where wanting to win can be seen as too much, too intense, Nike leaned into it. Because for elite athletes, that hunger is non-negotiable. It’s not something to hide. It’s something to own.

This campaign embraced the unapologetic mentality it takes to reach the top. The grit, the sacrifice, and the obsession that fuels champions.
Because winning isn’t just the outcome, it’s a mindset.

We took that mindset and message and localized it for the Japanese audience, reigniting a national desire to want to win again. The anthem film and athlete-driven messaging took over Shibuya and social platforms, fully adapted for Japan with localized language, tone, and cultural relevance.