Nike’s advert for the Paris Paralympic Games focuses on the ultra-competitiveness of Paralympic athletes.
When the Olympic Games are over, the spotlight turns to the Paralympic Games, an example of integration and overcoming that often far surpasses its better-known counterpart. Although it does not have the audiences of the main event, the Paralympic Games are followed by more than 4 billion people around the world.
Brands have taken advantage of the hype and have presented us with spectacular campaigns. This is the case of Nike, which is continuing its ambitious “Winning Isn’t For Everyone” campaign that it launched for the Paris Olympic Games. This time, it presents us with the ultra-competitive spirit of Paralympic athletes.
“Winning is Winning” is the title of Nike’s advert for the Paris Paralympic Games, created by the agency Wieden+Kennedy. The campaign follows the lead of “Winning Isn’t For Everyone” this time, focusing on disabled athletes participating in the Olympic Games.
The piece shows us the competitiveness and the will to win of the athletes participating in the games. It is narrated by the Italian Paralympic fencer Bebe Vio and we see the athletes Markus Rehm and Beatriz Hatz as well as the Spanish swimmer Nuria Marqués among others.
According to Christian Baur, Associate Creative Director at Wieden + Kennedy Amsterdam: “This advert is a small reminder that, just like the athletes competing in the Olympic Games, Paralympic athletes are obsessed with winning.”
In a statement, the brand said: “Our mission is to do everything we can to expand human potential. And we make this possible by disrupting innovations in sports, making our products more sustainable, creating diverse and creative global teams, and positively impacting the communities where we live and work.”
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