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Mark Wilson
Winning Is Everything
Inside Nike’s Olympic comeback plan
Fast Company, 2024
What's inside?
Nike launched a branding reboot at the Paris Summer Olympics.
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Long before the Paris Summer Olympics began in July 2024, Nike executives were polishing their company’s Olympics branding strategy. The company had just laid off 2% of its workforce to cut costs. Having sponsored athletes and teams, including the US soccer and gymnastics teams, Nike chose as its theme, “Winning is everything,” even if that declaration might make people uncomfortable. Writing for Fast Company, Mark Wilson details how Nike, a storied sportswear giant digging itself out of a downward period, looked to the world’s biggest sports extravaganza to reboot its brand.
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About the Author
Mark Wilson is the Global Design Editor at Fast Company.
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