Case Study
WINNING ISN’T FOR EVERYONE
ART BUYING
NIKE
This Summer 2024, “Winning Isn’t for Everyone” celebrates the Olympians who never give up. Continuing Nike’s more than 50-year legacy of inspiring athletes through powerful storytelling. Darklight commissioned photographer Christopher Anderson to capture the stills for this awe-striking Olympic campaign, which redefines what it means to have a winning mindset for a new generation.
This Summer 2024, “Winning Isn’t for Everyone” celebrates the Olympians who never give up. Continuing Nike’s more than 50-year legacy of inspiring athletes through powerful storytelling. Darklight commissioned photographer Christopher Anderson to capture the stills for this awe-striking Olympic campaign, which redefines what it means to have a winning mindset for a new generation.
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. “Winning Isn’t for Everyone” speaks to the grit, determination, sacrifice and passion it takes athletes to get to the top of their sport and the Olympic stage.
Captured beautifully by Christopher Anderson, this campaign singled in on two athletes whose relentless pursuit of victory truly never stops. Cindy Ngamba – the first refugee to win an Olympic medal, and Kimia Alizadeh – a 2x medal-winning fighter who changed her nationality to continue her sport.
We are incredibly proud and excited to be sharing this work with you.
CREDITS:
Agency: Wieden+Kennedy Amsterdam
CD: Craig Williams
Agency Producer: Khalid El Khouani
Art Buying: Darklight
Photography: Christopher Anderson
Production: We Folk