Kim Gehrig's Nike Olympics Film Says ‘Winning Isn’t for Everyone’

'Winning Isn't for Everyone,' continues Nike’s more than 50-year legacy of inspiring athletes through powerful storytelling - redefining what it means to have a winning mindset for a new generation.

This summer’s campaign 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.

The campaign debuts today - leading with an anthem film narrated by Willem Dafoe and directed by Kim Gehrig that features athletes like LeBron James, Serena Williams, Giannis Antetokounmpo, Qinwen Zheng, A’ja Wilson, Vini Jr., Jakob Ingebritsen and Sha’Carri Richardson. 

“This is about celebrating the voice of the athlete,” says Nicole Graham, chief marketing officer at NIKE, Inc. “It’s a story about what it takes to be the best. The legacies that have yet to be shaped. And the dreams that will be made real. It reminds the world that there's nothing wrong with wanting to win.”