How Nike’s ‘Winning Isn’t Comfortable’ Campaign Reclaims the Running Market

Nike has launched the next phase of its “Winning Isn’t for Everyone” campaign, focusing on the often-overlooked challenges of running. This new effort comes just in time for marathon season and seeks to reconnect with runners who have shifted their loyalty to rival brands like Hoka.

 Nike’s Focus: Reclaiming Runners with “Winning Isn’t Comfortable”

Nike’s latest campaign, “Winning Isn’t Comfortable,” includes four films that spotlight the difficult and unglamorous aspects of running. These ads depict the harsh realities of running, such as facing extreme weather conditions and the mental toughness required to push beyond personal limits.

The campaign’s message also resonates in out-of-home (OOH) ads, reflecting the tough truths about the sport. 

 A Gritty Look at the Reality of Running

Nike’s new ads emphasize the physical and mental struggles of running. The first video, “Sunshine,” showcases runners battling rain, wind, and mud. The contrast between these harsh elements and a soft version of the lullaby *“You Are My Sunshine,”* performed by Christina Perri, creates a compelling visual. 

College basketball player JuJu Watkins makes a brief appearance in the video, which went live in early September. The second video, “Morning,” illustrates the difficulty of waking up early for a run.

 Upcoming Films and Campaign Continuation

Two more films, “Joy” and “Stairs,” will continue the campaign’s theme of highlighting the struggles of running. “Joy” focuses on the frustrations of hitting a plateau during training, while “Stairs” shows the pain runners often experience after a race, particularly when walking down stairs.

Nike is also promoting its message with OOH ads and social media campaigns. One prominent slogan is, “If you don’t hate running a little, you don’t love running enough.”

 Nike’s Ground Marketing and In-Person Events

In addition to its digital ads, Nike is stepping up its on-the-ground marketing efforts by sponsoring marathons in cities like Shanghai, Chicago, and Melbourne. To engage with the running community, Nike is hosting running lounges, clubs, and workshops to support and encourage runners.

Nike’s NRC App has also received updates, including a “run beyond plan” feature that pushes users out of their comfort zones.

 Reclaiming the Running Market: Competing with Hoka and Brooks

Nike’s presence in the running category has diminished in recent years, with up-and-coming brands like Hoka and legacy brands like Brooks Running gaining market share. The new campaign, “Winning Isn’t Comfortable,” seeks to regain Nike’s foothold by appealing to the true essence of running—grit and determination.

 Bold Branding Strategy: “Winning Isn’t for Everyone”

The “Winning Isn’t for Everyone” platform, launched during the Summer Olympics in Paris, represents one of Nike’s boldest marketing efforts in years. Featuring iconic athlete ambassadors, the campaign focuses on the traits—both good and bad—that drive these athletes to greatness. The ads are narrated by actor Willem Dafoe, adding an intense tone to the overall message.

 Nike’s Mixed Performance at the Olympics

While Nike’s Olympics marketing campaign was bold and distinctive, it fell short in certain areas, according to a Kantar analysis. The campaign struggled to drive brand equity and persuasion, despite its strong visual and emotional appeal.

Nike’s Turnaround Plan and Sales Challenges

Nike is attempting to rebuild its brand after a period of declining sales. In its latest financial quarter, Nike’s revenue dipped 2% to $12.6 billion. Revenue from Nike Direct, its direct-to-consumer business, dropped by 8%.

This comeback effort, which includes a return to bolder brand messaging, aims to reinvigorate Nike’s image and position it as a leader in the running market once again.

Nike’s Emotional Appeal to Runners

The “Winning Isn’t Comfortable” campaign highlights Nike’s strategic shift toward emotional storytelling. By emphasizing the mental and physical struggles of running, Nike is tapping into the passion and perseverance that define the sport, positioning itself as a brand that understands and supports the true runner’s journey.