Mon Sep 09 14:24:00 UTC 2024: ## Nike Reboots Running Campaign With ‘Winning Isn’t Comfortable’
**Portland, OR** – Nike is launching a new running campaign, “Winning Isn’t Comfortable,” aimed at reconnecting with runners, especially those who’ve gravitated toward rival brands like Hoka. The campaign emphasizes the grueling nature of running, a contrast to the more aspirational messaging often seen in the industry.
The first video, “Sunshine,” features runners battling harsh weather conditions while a lullaby plays, highlighting the pain and discomfort that comes with achieving athletic goals. The campaign is a departure from Nike’s recent Olympics marketing, which, though distinctive, didn’t achieve desired results in brand equity and persuasion.
“Winning Isn’t Comfortable” is part of Nike’s larger “Winning Isn’t for Everyone” platform, introduced during the Paris Summer Olympics. This platform, which features iconic athletes and a narration by Willem Dafoe, embraces the “negative traits” that drive athletes to success.
The campaign comes at a time when Nike has seen declining sales and a shift away from its direct-to-consumer strategy. Nike is hoping to revitalize its running business with this campaign, which includes:
* **Emphasis on the Pegasus lineup:** The campaign focuses on Nike’s popular Pegasus running sneakers.
* **Experiential marketing:** Nike will host events, retail experiences, and sponsor marathons in Shanghai, Chicago, and Melbourne.
* **Social media push:** Nike is promoting the campaign on social media with edgy messaging and imagery.
* **NRC App update:** The Nike Run Club App, featuring a new logo, will offer a “run beyond plan” feature to push users out of their comfort zone.
Nike is betting on the authenticity of this campaign, which embraces the struggle and discomfort of running, to resonate with its core audience and reclaim its leadership position in the running market.
First Piper 