Breaking Boundaries: Nike’s Gritty Celebration of Paralympians
As the world gears up for the highly anticipated Paralympic Games in Paris, Nike has unveiled a powerful new campaign titled ‘Winning is Winning.’
This latest spot, a gritty 30-second film, is a follow-up to Nike’s recent Olympic-themed blockbuster ‘Winning isn’t for everyone,’ but this time with a bold twist—it’s all about the raw, unfiltered nature of Paralympic athletes.
Dispelling Myths: The Mentality Behind the Medal
Narrated by the fierce Italian fencer Bebe Vio, the campaign dispels the misguided notion that Paralympians are any less competitive or driven than their Olympic counterparts.
With an intense focus on the ultra-competitive spirit that defines these athletes, the spot features stars like German long jumper Markus Rehm, American sprinter Beatriz Hatz, and Spanish swimmer Nuria Marques.
Through these athletes, Nike sends a clear message: Paralympians are obsessed with winning—just like every other athlete competing at the Games.
Crafted with Purpose: A Creative Triumph by Wieden+Kennedy Amsterdam
Developed by the renowned creative agency, Wieden+Kennedy Amsterdam, this campaign is designed to build anticipation and elevate the profile of the Paralympic Games.
The film’s gritty, no-holds-barred tone challenges viewers to rethink how they perceive Paralympians—not as athletes defined by their disabilities, but as competitors who will stop at nothing to achieve victory.
Beyond the Games: Nike’s Unwavering Mission
While the campaign is a spotlight on the Paralympic Games, it also ties back to Nike’s broader mission of expanding human potential.
A Nike spokesperson emphasised, “Our mission is what drives us to do everything possible to expand human potential.”
This mission is reflected not only in their groundbreaking sport innovations and commitment to sustainability but also in their dedication to building a diverse, creative global team and making a positive impact on communities worldwide.
Relentless Determination: The Core of Paralympic Spirit
As the Paralympic Games kick off in Paris today (28 August), Nike’s ‘Winning is Winning’ spot serves as a stark reminder of the relentless determination that fuels every Paralympian.
With the world watching, these athletes are ready to defy expectations and prove once again that ‘Winning is Winning,’ no matter the obstacles.
A Campaign That Shifts Perspectives
Nike’s latest campaign isn’t just an advertisement—it’s a statement.
By highlighting the sheer grit and competitive spirit of Paralympic athletes, Nike challenges us all to reconsider what it means to be a champion.
As the Paralympic Games begin, this spot will undoubtedly resonate, reminding us that in the world of sports, the will to win is universal.
