SHELLY SB
AUTHOR
Nike has always been a brand that pushes boundaries, whether through their innovative products or bold marketing campaigns. But when we put the “Play New” campaign side by side with the more recent “Winning Isn’t For Everyone,” we start to see a split personality.
“Play New” was all about uplifting and encouraging everyone to try something new—no pressure, just positivity.
Fast forward to “Winning Isn’t For Everyone,” and suddenly, Nike’s tone takes a sharp turn.
Comparing these two isn’t just about the timelines; it’s about understanding how a brand can shift gears dramatically and what that means for its image and strategy. Are these changes a sign of Nike losing its way, or is it a calculated move to stay ahead in a competitive market? Let’s find out.
Nike’s marketing strategy has always been a mix of inspiration and challenge, but these two campaigns highlight just how different their approaches can be. “Play New” was all about encouraging everyone to get out there and give something new a shot—no need to be perfect, just enjoy the process. It felt fresh, inclusive, and downright motivational.
Then came “Winning Isn’t For Everyone,” a campaign that seemed to draw a line in the sand, focusing on the idea that not everyone can be a winner, and that’s okay, but only the best should keep pushing. It’s almost as if Nike switched from being your supportive coach to a tough mentor overnight.
Nike’s marketing decisions often feel like a game of chess—each move carefully planned to evoke a specific reaction. With “Play New,” they played the role of the motivator, encouraging everyone to step out of their comfort zones and try something new. It was an open invitation, welcoming everyone to the party.
But with “Winning Isn’t For Everyone,” Nike starts to appeal to a more competitive, driven crowd. This campaign wasn’t about welcoming everyone; it was about challenging those who are already at the top to go even further. Did this sharpen their brand’s edge, or did it risk pushing some fans away? We’ll see how this strategy plays out.
As marketers, there’s a lot to unpack from Nike’s approach. “Play New” teaches us the power of positivity—how embracing everyone, no matter their skill level, can create a strong emotional connection with your audience. On the other hand, “Winning Isn’t For Everyone” faced a wave of criticism. Many saw it as too harsh, sending a message that only the elite matter. For example, one Twitter user commented, “Nike used to inspire me to just do it. Now, it feels like they’re telling me I’m not good enough.” This campaign has certainly sparked debate, with some appreciating the brand’s boldness and others feeling left out. So, what can we learn? Sometimes, taking risks can alienate your audience, and knowing where to draw the line is key.
So, where does this leave Nike? On one hand, they’ve shown they’re not afraid to mix things up and take risks. On the other hand, these campaigns reveal how a brand’s messaging can either resonate deeply or miss the mark entirely. “Play New” was a hit for its encouraging tone, while “Winning Isn’t For Everyone” took a gamble that didn’t sit well with everyone. Whether these moves are seen as brilliant or risky, one thing’s clear—Nike knows how to keep us all talking. And isn’t that what great marketing is all about?