Nike’s Toxic Voice of the Athlete
Willem Dafoe narrates:
“I have no empathy. I don’t respect you. I’m never satisfied. I have an obsession with power. I’m irrational. I have zero remorse. I have no sense of compassion. I’m delusional. I’m maniacal.
“You think I’m a bad person? Tell me. Tell me. Tell me. Tell me. Am I?
“I think I’m better than everyone else. I want to take what’s yours and never give it back. What’s mine is mine and what’s yours is mine. Am I a bad person?”
If this is your internal voice, you may want to seek a therapist.
Yet, this is the mindset of a winner, according to Nike’s Olympic film campaign ‘Winning isn’t for Everyone.”
It doesn’t sit well with me. Hear me out.
I know, Nike is on a mission to rediscover their provocative, authentic “voice of the athlete,” and reconnect with their core customer.
But with this message, they miss the moment. And an opportunity.
In a world where bullying, narcissism, and cruelty are boosted relentlessly by algorithms. Does this toxic take on winning appeal to our best selves?
Or should it be more?
Not all winners are equal. A champion’s mindset is brutal when built on a toxic foundation. (Remember: winners like Armstrong, Paterno, and Salazar once had trophy Nike buildings).
Sure we all love a winner, but more than that, we love an inspiring human story.
HOW we show up matters too.
This includes grit, perseverance, leadership, humility, and quitting. Yes, quitting.
Which brings me to Simone Biles.
Four years ago, Biles shocked the world by stepping back from five event finals at the 2020 Tokyo Olympics due to the toxic culture of gymnastics and its effects on her mental health.
Now, at 27, the seven-time Olympic medalist returns, not just as the most decorated gymnast in US history, but as a beacon for athlete mental health awareness.
“We’ve never seen an athlete like Simone Biles,” sports journalist and author Joan Ryan said.
“For her to step away because of gymnastics, because of what she went through, because of the culture in her sport, it highlights what this sport is all about.”
I agree.
I’m not here to pick on Nike. I’m cheering for them to find their way. A few great friends still work here.*
But I want Nike to stand for that which provokes our best instincts. To challenge and inspire a new generation of customers.
Not merely rehash plays from the same toxic playbook.
This is a brand truth: it’s customers who join brands. They sign up with companies that see them as people, who speak to their aspirations.
What kind of customer joins a win-at-all-cost company?
*Sadly, hundreds more friends and former colleagues were recently let go several weeks ago. 🫶🏼