The best athletes in the world are not only motivated by the idea of winning — they are relentlessly driven by it. This attitude is reflected in Nike's summer 2024 campaign “Winning Isn't for Everyone.”

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“We have to go out and fight for our dreams. Inside I always believed I could be better, I just had to do it.” — Qinwen Zheng, Team China, Tennis

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“My desire is to win. I am lucky that whatever fear I have within me, my desire to win is always stronger.” — Serena Williams, 23-time tennis Grand Slam Winner

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Nike and a group of its elite athletes are showing the world what passion for victory means and that celebrating the quest for victory can be the ultimate source of inspiration for all athletes.

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“As long as I'm out there on the floor, I'm trying to be the greatest ever.” — LeBron James, Team USA Basketball

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Ixhelt Gonzalez, Team USA Basketball

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The insights for the campaign came directly from Nike athletes, who were aware that if you didn't want to win, you've already lost. Her competitive spirit is nothing to apologize for.

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“I've always just really wanted to win at everything that I do. I'm gonna do whatever it takes to do that.” — Sabrina Ionescu, Team USA Basketball

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“Whatever it takes, whatever is in front of me, I want to execute it I want to be a winner.” — A'ja Wilson, Team USA Basketball

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In a world where the desire to win has a bad reputation, “Winning Isn't for Everyone” speaks to the courage, determination, and dedication that athletes say it takes to get to the top of their sport.

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“I never stop chasing victory and it's the same for every athlete I know.” — Bebe Vio, Team Italy, Fencing

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“There are no dreams, there are only goals. Our goals are to win everything. I want to win all the great titles.” — Vini Jr., Brazilian footballer

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“It's part of my sacrifice, my obsession to win, to have success. When I say success, I work for that.” — Cristiano Ronaldo, Team Portugal Global Football

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Speaking to hundreds of athletes, Nike heard:

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USWNT soccer player Sophia Smith says she doesn't see the point in doing anything if she doesn't do it to win.

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“I'm addicted to winning,” says NBA phenomenon Victor Wembanyama. “The chase is what I love and what I live for.”

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“The desire to win, to go beyond the limit of what's possible, and to do great things is deeply ingrained in me.” — Kylian Mbappé, French footballer

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“As a child, anything I did, I didn't see a point unless I was doing it to win. That's still the case.” — Sophia Smith, Team USA Global Football

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The fastest woman in the world, Sha'Carri Richardson, says her desire to win comes from remembering what it feels like to lose — and that she never wants to have that feeling again.

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“Remembering what it felt like to lose and not wanting to feel that way again. That's what pushes me to want to win.” — Sha'Carri Richardson, Team USA Track & Field

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World record holder Jakob Ingebrigtsen: “Every part of me is about winning,” he says. “It's the most important thing, and it’s what I’m going to chase.”

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“Every part of me is about winning. It's the most important thing, and it's what I'm going to chase.” — Jakob Ingebrigtsen, Team Norway Track & Field

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And the king, LeBron James: “As long as I'm out there on the floor, I'm trying to be the greatest ever.”

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Kobe Bryant - Kobe's Desire to Win, Meant He Would Do Whatever Was Needed to Get the W. - Team USA Basketball

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The campaign started on July 19 with a film narrated by Willem Dafoe and featuring Nike athletes such as Giannis, LeBron, Jakob, Sha'Carri, Serena Williams, Qinwen Zheng, A'ja Wilson and Vini Jr.

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“When you want to win so bad, you push yourself to the limit... it brings a different side out of you. If you really want something, you can push your body and your mind to achieve that.” — Giannis Antetokounmpo, Team Greece Basketball

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“To win is the culmination of a lot of unseen hours of blood, sweat and tears and it's that process that is so fulfilling to me.” — Eliud Kipchoge, Team Kenya, Marathon

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“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.”

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“I'm addicted to winning. The chase is what I love and what I live for.” — Victor “Wemby” Wembanyama, Team France Basketball

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In addition to the Anthem film, the “Winning Isn't for Everyone” campaign includes videos featuring athletes, iconic images, social media posts, and out-of-home advertising in cities around the world.

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The campaign is the latest example of how Nike's uncompromising approach to victory is helping athletes around the world achieve their dreams.

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“Nike’s story starts with the athlete story. It always has. And it always will,” says Graham. “Winning Isn’t for Everyone’ shows that anyone can be a winner, if they are willing to do what it takes.”

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Nike athletes featured in the film include:

Giannis Antetokounmpo, Kobe Bryant, Ixhelt Gonzalez, Jacob Ingebrigtsen, Sabrina Ionescu, LeBron James, Eliud Kipchoge, Kylian Mbappé, Alexia Putellas, Sha'Carri Richardson, Cristiano Ronaldo, Sophia Smith, Vini Jr., Bebe Vio, Victor Wembanyama, Serena Williams, A'ja Wilson and Qinwen Zheng

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Alexia Putellas - Team Spain Football

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Update/August 27:

A film narrated by Nike athlete Bebe Vio complements the “Winning Is Winning” campaign. Various Nike athletes appear in the film.

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The film features the following Nike athletes:

Bebe Vio, Markus Rehm, Beatriz Hatz, Núria Marques, Jetze Plat, Leon Schäfer, Diede de Groot, Ixhelt Gonzalez, Noah Malone, Niels Vink, Charles-Antoine Kouakou and Alexis Hanquinquant.

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Photos via Nike

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