NIKE
— WINNING IS WINNING
The uncomfortable truth is that Paralympians are often dismissed as ‘an inspiration’ just for being at the Games and not given the respect of their athletic merits. A fact that completely undermines the dedication, drive and achievements of Paralympic athletes. This campaign intends to right that wrong, showcasing the ferocious will to win of the Paralympians and telling the world that “Just being here isn’t winning. Winning is winning”.
Extending from Nike’s global platform “Winning Isn’t For Everyone”, the anthem film ‘Winning is Winning’ is reminding the world that just like every other athlete that competes at the Games, Paralympians are obsessed with winning.
