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Winning Is Everything
Article

Winning Is Everything

Inside Nike’s Olympic comeback plan

Fast Company, 2024

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Editorial Rating

8

Qualities

  • Applicable
  • Eye Opening
  • Eloquent

Recommendation

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.

Take-Aways

  • Sportswear giant Nike laid off 2% of its staff before the 2024 Olympics.
  • Nike committed to a Paris Summer Olympics branding strategy.
  • The Paris Games started a cycle of new Nike product releases.

About the Author

Mark Wilson is the Global Design Editor at Fast Company.