Sorry Nike - Winning IS for Everyone
Every two years, when the Olympics air, I am captivated by the stories of hard work, return from injury, the camaraderie, and shared humanity that bring the world together for two weeks. The athletes aren’t just amazing examples of what the human body can withstand and achieve; they have hopes, wishes, and dreams just like the rest of us. Whether it’s the backstory of an underdog who’s defied all odds to qualify, or the athlete who’s overcome personal adversity to stand on that global stage, the Olympics are about so much more than medals—they’re about the human spirit.
This year, however, something about the Olympic coverage left me feeling unsettled. Nike, a brand synonymous with sports, released an ad campaign featuring the slogan, “Winning isn’t for everyone.” While Nike is known for pushing boundaries with bold statements, this one felt different. It struck a nerve.
One of my favorite moments of the games was watching the men’s gymnastics team celebrate their bronze medal win. The sheer joy, elation, and sense of accomplishment on their faces was palpable. In that moment, it was clear that winning doesn’t have to mean standing on the top of the podium. For them, that bronze medal was as good as gold. It was a testament to years of hard work, resilience, and the relentless pursuit of excellence. To say that “winning isn’t for everyone” felt like a disservice to these athletes and to the broader spirit of the games.
On a personal level, I felt Nike’s branding seemed to go against everything the Olympics stand for: inclusion, perseverance, and the celebration of personal triumphs, no matter how big or small. The Olympics inspire people worldwide, encouraging them to move, to dream, and to achieve their own versions of victory. Whether it’s the person running their first 5k after an injury or someone simply finding the courage to get up and go for a walk, these are victories worth celebrating.
As a physical therapist and Pilates trainer, I see these wins every day. My clients, many of whom are not professional athletes, find their own ways to achieve greatness. For some, it’s making it out of the house for a walk after battling chronic pain. For others, it’s completing their first 5k race following an Achilles injury. It’s the satisfaction of being able to move a piano out of the house because they’ve been lifting consistently, or the joy of being able to continue walking 18 holes of golf at the age of 79.
These victories are just as important, just as fulfilling, and just as worthy of celebration as any gold medal. Winning is not exclusive to the elite few; it’s something we all experience in our own ways. By focusing on the micro-level wins, we can inspire a broader audience to move their bodies, set goals, and achieve their own personal bests.
So, sorry Nike—winning is for everyone. It’s in the small victories, the everyday triumphs, and the moments of personal achievement that we find the true spirit of competition. Let’s celebrate that, and encourage everyone to chase their own version of gold.