Nike is following-up its blockbuster Olympic-themed ‘Winning isn’t for everyone’ campaign with a new instalment ahead of the upcoming Paralympic games.
Titled ‘Winning is winning’, the 30-second spot showcases the ultra-competitive nature of the Paralympics and seeks to dispel the notion that the event’s athletes are any different in terms of mentality than their Olympic counterparts.
Narrated by Italian fencer Bebe Vio, the brand’s film also stars German and American long jumpers and sprinters Markus Rehm and Beatriz Hatz, as well as Spanish swimmer Nuria Marques.
Developed by creative agency Wieden+Kennedy Amsterdam, the work will be live throughout the Paralympics and will help build anticipation for the event, which kicks off in Paris tomorrow.
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“Here’s a quick reminder that just like every other athlete that competes at the Games, Paralympians are obsessed with winning,” Wieden+Kennedy Amsterdam associate creative director, Christian Baur said.
A Nike spokesperson added: “Our mission is what drives us to do everything possible to expand human potential.
“We do that by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work.”
