Architecture
Global Anthem 90's
Landing “Winning Isn’t For Everyone” in Greater China
Ahead of the 2024 Olympics, Nike reinforced its belief that winning is everything—while mitigating potential backlash to “Winning Isn’t for Everyone” by activating athlete voices.
We partnered with key athletes—Su Bingtian, Yi Jianlian, and Wu Lei—to share a simplified manifesto alongside personal stories, amplified by over 200 Nike GC athletes reposting at launch. The activation received overwhelmingly positive response, reaffirming Nike as the Brand of Victory.
Developing a bespoke playbook for GC
Launching our POV in Greater China required a clear art direction for our Athlete Statements. While we had a global Visual Center (VC), significant adjustments were needed for the Chinese market—where concise language, complex typography, and athlete name constraints impact layout. A strong VC was essential to guide teams and ensure consistency across thousands of touchpoints in 80+ locations and digital platforms.
Out of Home touch points spanned across 8 key cities and territories
Creating Athlete extensions for our GC Athletes
To truly unleash Nike's "Winning Isn't For Everyone" POV, we created three bespoke films based on our GC athletes personas.
Qinwen Zhang
Athlete POV: There will never be a “one day” if you don’t want to win today.
Qinwen is known as Fire, Rocket Girl, and Queenwen. She was named Newcomer of the Year 2022. Fans praise her gaming skills and have high expectations for her future. However, Ana believes that success should come now. In her view, if you want to win, you need to strive for it today, not "someday".
Translation: The only souvenir I want from Paris is a medal.
Lin Yu Wei
Athlete POV: I’m quiet but my desire to win isn't
Lin Yu Wei remains relatively unknown to the public, despite winning a gold medal at the Asian Games. She is reserved, humble, and generally avoids social interaction. Nonetheless, her determination to succeed and her commitment to her words are impossible to overlook. When she sets her mind to something, she always follows through, no matter the obstacles.
Translation: I did not come to talk, I’m here to give (winning) speeches.
China Women's Basketball Team
Athlete POV: A win today means nothing tomorrow.
China's women's basketball (WBB) team achieved the No. 2 position in FIBA after a good run. However, just before the Olympic games, they lost their highest-ever ranking. Many people are commenting on how they can't even "sit firmly" in the runners-up position. But winners always aim higher than where they are today. Why do they need to hold on to the world No. 2 title if they were always aiming for No. 1?
Translation: When it comes to winning, I’m anything but modest.
Translation: We only hang our heads for medals.
Translation: Winning is a tough habit to break
Winning in real time
Despite limited medal‑winning Nike athletes in GC, the goal was to own the “winning mindset” through reactive content. We expanded beyond Nike athletes, using ambush tactics around major moments and operating a 24/7 war room to deliver real‑time, culturally impactful responses on NIke social accounts.
One of Nike GC’s most notable Olympic success was its support of Zhang Qinwen, an unexpected contender. Upon her advancement to the final, the team rapidly produced reactive content and winner’s merchandise, amplifying her Athlete POV and driving widespread engagement.
Turning an E-Sports legend into a runner.
The campaign’s most compelling story did not come from an Olympian, but from an aspiring one. Uzi—a former e-sports star with no endurance background—is attempting to complete a full marathon following the Paris Games, defying widespread doubt.
This documentary follows his journey, exploring his past and mindset to understand why he consistently chooses the most difficult path—offering a rare look at the determination behind a champion’s pursuit of victory.
Documentary Running time 15 mins