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On July 19 2024, Nike launched their Summer campaign, “Winning Isn’t for Everyone,” featuring a collective of the world’s greatest athletes, all motivated by victory. 

Ahead of the biggest stage for sport, the Olympics, Nike and its athletes wanted to remind the world that there's nothing wrong with wanting to win.

The mantra, in and of itself, rings so true. 

But this particular ad in the series completely misses the mark, and reminds us just how far we have drifted with Success Culture.

In this issue, we’ll highlight some of the major misconceptions about success being perpetuated by this campaign and then provide an alternative paradigm for high performance.

The Real Message

They should’ve titled the campaign,”Anyone can be a winner, if…”

But, before I jump on my soapbox, let me start by saying, I’m in 100% agreement that winning is truly not for everyone! 

I can appreciate that the idea of winning is much more inclusive than the actual act of winning. Especially, winning consistently at the highest level of competition.

We all start out “thinking” we want to win, but when you analyze our actions it becomes very apparent that we really don’t want to win. We lack commitment. 

Winners are relentlessly consistent in doing “the things”, losers simply aren’t. 

And, that’s the real message behind Nike’s campaign. 

“Anyone can be a winner, if… 

…they’re willing to commit to doing what it takes

…day in and day out

…consistently over time

…regardless of the circumstances.”

That’s an inspiring message that I want to be reminded of by some of the most accomplished athletes of this generation. 

In contrast, this ad tells me winning isn’t for everyone unless you’re willing to be…

…single-minded, deceptive, selfish, disrespectful, discontented, and a person that lacks empathy and compassion.

My mind is blown!

In what world is it ok to tolerate these types of behaviors, let alone encourage them?!

How did this make it past the ideation phase of the project? 

How could Nike celebrate these types of character traits? 

Outcomes Over Everything

Today’s success culture has us fooled into believing that the outcome is the only thing that matters.

Win at all costs! If you can’t get behind that, well then you’re not cut out for this. Whatever “this” means?!

We’ve allowed our standards to creep to an all-time low in the name of “winning”.

Oh, the irony! 

In pursuit of “more”, we accept less. 

“… Let me see if I can make more money by being less honest!”

In pursuit of “better”, we accept worse.

“… Let me become a better athlete by adopting worse social behaviors!”

Someone please explain to me how we’ve allowed ourselves to drift so far from the truth.

There has to be a better way to go about this, right?!

Redefine The Win

There is nothing wrong with wanting to win! 

Nike’s right, wanting to win does NOT make you a bad person. 

Where Nike got it wrong, is giving us permission to compromise who we are in pursuit of what we want. 

That’s counterfeit success! The very thing we’re warned about in scriptures. 

It’s never ok to compromise who you are in exchange for an accomplishment or accolade.

Shame on Nike, for insinuating that is the harsh reality all aspiring people must face. 

The truth is, we can grow our character and achieve our greatness. 

We can relentlessly pursue winning and remain open-minded, generous, honest, content, empathetic, and compassionate. 

Don’t let Nike, or anyone else for that matter, tell you what winning looks like. 

You define it for yourself. 

By definition, whatever you come up with will be authentic success!

Now go and show the world what that looks like.

I promise you it will be good and inspiring!