Nike has launched the latest phase of its comeback campaign, “Winning Isn’t Comfortable,” just in time for marathon season. The new ads take a hard-edged look at the often grueling reality of running, a sport where Nike has lost some footing to rising brands like Hoka. This effort seeks to reignite its connection with the running community, bringing to life the challenges and triumphs that come with pushing physical limits.
Highlighting the Harsh Realities of Running
The campaign features four brand films that unapologetically showcase the unglamorous side of running: battling harsh weather, exhaustion, and mental barriers. The first video, “Sunshine,” depicts runners enduring wind, rain, and mud, set against a hauntingly soft version of “You Are My Sunshine” by Christina Perri. The juxtaposition of the sweet lullaby with the brutal conditions conveys the irony of the sport — it’s not about ease, but about grit.
In another spot titled “Morning,” the focus shifts to the difficulty of waking up for early morning runs, illustrating the mental toughness required to keep going. Future films like “Joy” and “Stairs” will explore additional themes like the pain of plateauing and the post-race soreness that makes descending stairs a challenge.
Targeting the Heart of the Running Community
Nike’s campaign acknowledges that it has lost some ground to competitors like Hoka and Brooks Running, which have gained market share amid a running boom. But with “Winning Isn’t Comfortable,” Nike hopes to reestablish itself as a brand that understands the true runner’s mentality. By emphasizing the perseverance it takes to succeed in running, Nike is betting on connecting with seasoned athletes and marathoners who can relate to the message that “if you don’t hate running a little, you don’t love running enough.”
The Pegasus lineup of running shoes is a focal point of the campaign, aiming to remind runners of Nike’s storied legacy in the sport.
A Ground Game Revival for Marathon Season
Beyond its gritty ads, Nike is doubling down on on-the-ground efforts. The company is hosting events, running club sessions, and pop-up retail experiences as part of its strategy to engage runners more intimately. With major marathon sponsorships in Shanghai, Chicago, and Melbourne, Nike aims to reassert its dominance in a space it once owned. Its updated NRC App, featuring a new logo, now offers a “run beyond plan” that challenges users to push past their comfort zones.
This campaign builds on the “Winning Isn’t for Everyone” platform, which Nike launched during the Paris Summer Olympics. Featuring narration by Willem Dafoe and iconic athlete ambassadors, the campaign embraces the idea that greatness comes at a cost, often requiring selfishness and obsession.
While the campaign didn’t fully deliver on brand equity during the Olympics, Nike is hoping that a return to bolder, more authentic storytelling will help drive its turnaround efforts. The brand recently saw a 2% dip in revenue to $12.6 billion, with Nike Direct, its direct-to-consumer arm, down 8%.
For more details on Nike’s gritty new campaign, visit Marketing Dive.