In the 2018 U.S. Open final match against Naomi Osaka, Serena Williams had a heated exchange with the umpire and smashed her tennis racket in frustration. Similarly, Kobe Bryant's strong desire to win and aversion to losing often led to him hogging the ball, affecting his relationships with teammates. While some people see these actions as unsportsmanlike, they exemplify the intense drive required to be an elite athlete.

Nike's latest Olympics 2024 campaign, "Winning Isn't For Everyone," emphasizes that achieving greatness means defeating the competition, which demands an emotional drive to win and often leaves little room for niceties.

That bold statement captures the essence of some of the greatest athletes, including the great Kobe Bryant. This campaign pays tribute to Bryant's relentless work ethic, undying competitive spirit, and philosophy that true success is reserved for those willing to put in the work, the time, and the effort. Through this campaign, Nike encourages athletes to push beyond their limits, embracing the journey of striving for greatness.

We had the incredible opportunity to partner with Nike to hand paint a mural embodying the campaign's powerful message. Located in the WeHo/Fairfax area of Los Angeles, this 2,175-square-foot wrap-around mural is a tribute to Kobe Bryant's legacy and a visual representation of Nike's message.

The mural features the iconic Kobe Bryant and prominently displays the campaign's tagline, "Winning Isn't For Everyone." This phrase, rendered in massive, bold lettering, is impossible to miss. For thousands of drivers and pedestrians, the mural is a constant reminder of Bryant's ethos.

“Advertising is notorious for creating these heroes on large structures with beautiful images of people we admire,” Nike spokesperson said. “Also confronting the text on such a massive scale here is provocative because it’s a forward, assertive tone that we are taking.”

This mural comes right after Nike released a video for the campaign featuring all-star athletes like LeBron James, Serena Williams, Giannis Antetokounmpo, Victor Wenbanyama, Sha'Carri Richardson, A'ja Wilson, and more. The video and mural synergy amplifies the campaign's impact, creating a cohesive narrative across multiple platforms.

See it in action on our Instagram.