Nike's new commercial, "Winning isn't for everyone," has created quite a reaction. The narrative goes like this:
"Am I a bad person?
Tell me. Am I?
I'm single-minded. I'm deceptive. I'm obsessive. I'm selfish. Does that make me a bad person? Am I a bad person? Am I?
I have no empathy. I'm never satisfied. I don't respect you.
I have an obsession with power. I'm irrational. I have zero remorse. I have no sense of compassion. I'm delusional. I am maniacal.
You think I am a bad person. Tell me. Tell me. Tell me.
Am I?
I think I'm better than anyone else.
I want to take what's yours and never give it back.
What's mine is mine. And what's yours is mine.
Am I a bad person? Tell me. Am I?
(Winning isn't for everyone)
Does that make me a bad person? Tell me. Does it?"
To make the point, it features stars such as Kobe Bryant, LeBron James, Giannis Antetokounmpo, Serena Williams, etc.
I couldn't help but feel the cringe when I heard the message. I don't know what the goal of the commercial is, but it successfully caught people's attention (maybe that's it!). The controversy can be a good reason to discuss it. But before we go there, let's understand Nike's mission:
To bring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete.
We could break down many layers, but two things are worth pointing out.
The narrative is misleading. Contrary to what it says, respect for the game is how athletes play and compete. So yes, athletes respect their opponents, the game, and its rules. Because of this tremendous respect, they play hard and push themselves beyond their limits to reach their potential.
Rather than being a positive culture change, the commercial does the opposite. Nike is right; winning isn't for everyone but the chosen few. However, winning isn't the only purpose out there. Just like people are competing to win, plenty of people are competing to learn.
Although this commercial may have targeted the Olympics, let's be clear who the audience is, especially children and young people.
Instead of running the winning tradition, Nike can talk about learning. After all, that's where innovation comes from.
