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Nike “Winning Isn't for Everyone” 2025

Nike “Winning Isn't for Everyone” (2025) is a Nike commercial directed by Kim Gehrig for Wieden+Kennedy, produced by Emilie Muller Production. It won 11 awards, including One Show 2025 Gold Pencil — Film & Video, The One Show 2025 TV, VOD, & Online / 61-90 Seconds - Single Gold Pencil and Clio Sports 2024 Gold — Film / 61 Seconds to 5 Minutes.

A female boxer shares her story of overcoming adversity and societal labels to achieve her dream of winning, embodying the spirit of a true champion.

Video: Nike on YouTube

Frames

  1. A female boxer with dreadlocks in a blue t-shirt and black shorts practices punching a heavy bag in a dimly lit boxing gym.© Nike0:00
  2. Nike “Winning Isn't for Everyone”, shot 1© Nike0:03
  3. Nike “Winning Isn't for Everyone”, shot 1© Nike0:07
  4. Nike “Winning Isn't for Everyone”, shot 1© Nike0:11
  5. Nike “Winning Isn't for Everyone”, shot 1© Nike0:15
  6. Red text on a black background reads "WINNING ISN'T FOR EVERYONE."© Nike0:27

Stills © Nike. Made by Wieden+Kennedy, Emilie Muller Production and Kim Gehrig.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A boxer's journey from being called 'unwanted' to being called 'Winner'.

Tagline: “WINNING ISN'T FOR EVERYONE.”

underdog storyovercoming adversitypersonal monologueempowerment through sporttriumphant reveal

The cut

Length
30 s
Shots
3
One take
27 s in a single shot

What creatives use Nike “Winning Isn't for Everyone” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “Winning Isn't for Everyone”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A female boxer with dreadlocks in a blue t-shirt and black shorts practices punching a heavy bag in a dimly lit boxing gym.© NikeNike “Winning Isn't for Everyone”, 0:03© NikeNike “Winning Isn't for Everyone”, 0:07© NikeNike “Winning Isn't for Everyone”, 0:11© Nike
    Frames from Nike “Winning Isn't for Everyone”

  2. 02How a one-take commercial is built

    27 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A female boxer with dreadlocks in a blue t-shirt and black shorts practices punching a heavy bag in a dimly lit boxing gym.© NikeNike “Winning Isn't for Everyone”, 0:03© NikeNike “Winning Isn't for Everyone”, 0:07© NikeNike “Winning Isn't for Everyone”, 0:11© NikeNike “Winning Isn't for Everyone”, 0:15© NikeRed text on a black background reads "WINNING ISN'T FOR EVERYONE."© Nike
    Length: 30 s · Shots: 3 · One take: 27 s in a single shot

  3. 03Ad ideas: every spot built on a underdog story

    Before you present an idea, you need to know who has done it, and how.

    Nike “Winning Isn't for Everyone” is built on a underdog story. Search the library by idea to see every spot that uses it.

    Chrysler “Born of Fire”© ChryslerGatorade “Replay”© GatoradeEpuron / German Ministry for the Environment “Power Of Wind”© Epuron / German Ministry for the EnvironmentPeugeot “The Sculptor”© Peugeot
    Chrysler · Gatorade · Epuron / German Ministry for the Environment · Peugeot

More commercials by Kim Gehrig

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning sport commercials

Questions

Who directed the Nike “Winning Isn't for Everyone” commercial?

Kim Gehrig directed it, produced by Emilie Muller Production, for the agency Wieden+Kennedy.

Which agency made Nike “Winning Isn't for Everyone”?

Wieden+Kennedy created it for Nike (2025).

What awards did Nike “Winning Isn't for Everyone” win?

11 awards, including One Show 2025 Gold Pencil — Film & Video, One Show 2025 Gold Pencil — Moving Image Craft & Production, The One Show 2025 TV, VOD, & Online / 61-90 Seconds - Single Gold Pencil and Clio Sports 2024 Gold — Film / 61 Seconds to 5 Minutes.

What is the tagline of Nike “Winning Isn't for Everyone”?

“WINNING ISN'T FOR EVERYONE.”

Sources for the credits and awards

oneclub.orgoneclub.orgoneclub.orgThe WorkThe Workweb.archive.orgcreativereview.co.ukAdForumclios.comclios.comclios.comweb.archive.org