Nike | Paralympics

Extending from Nike’s global platform “Winning Isn’t For Everyone”, we created the anthem film “Winning is Winning” to remind the world that just like every other athlete that competes at the Games, Paralympians are obsessed with 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”.


In this same vein, we created  “No Retreat” for Paralympic fencer Bebe Vio, showing her fearless love for a part of the sport that most people would describe as terrifying. Just like “Winning is Winning” the spot interrogates the narrative that the world is more comfortable seeing adaptive athletes like Bebe as an ‘inspiration’ than a winner. A story that dominates their narrative and detracts from their athletic achievement.

Wheelchair fencing is one of the most outrageous combat spots. All participants’ wheelchairs are fixed to the ground, but Bebe is also strapped to her chair with no option but to attack. The film shows visceral scenes of Bebe preparing for combat and coming eye-to-eye with her opponent, putting her daredevil mentality on display for all to see.


As part of the campaign we singled in on athletes whose relentless pursuit of victory truly never stops. Cindy Ngamba – the first refugee to win an Olympic medal,  and Kimia Alizadeh –  a 2x medal-winning fighter who changed her nationality to continue her sport. These films showcase what fuels these incredible individuals whose determination and pursuit of gold really has no limits.