Nike’s recent campaign, “Winning Isn’t for Everyone,” for the Olympics faced some criticism, but the company is sticking with its theme for the upcoming Paralympics. The new campaign, “Winning Is Winning,” created by Wieden+Kennedy Amsterdam, continues to emphasize victory, challenging the idea that merely participating is a significant achievement.
While the campaign promotes the notion that winning is paramount, it raises questions about the value of participation. Baron Pierre de Coubertin, the founder of the modern Olympic Games, believed that the true value of the Games lay in participation rather than victory. He famously said, “The most important thing in the Olympic Games is not to win but to take part. The essential thing is not to have conquered but to have fought well.”
However, times have changed. Today, sports are heavily influenced by commercial interests, and even Paralympic athletes are not immune to this shift. The focus on victory and financial incentives has become a significant aspect of the sporting world.
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