It can be good to be bad, says Nike
Athletes including LeBron James, Serena Williams, Qinwen Zheng and Sha’Carri Richardson show that, sometimes, to be good, you need to be bad.
Credits
powered by- Agency Wieden + Kennedy/Portland
- Production Company Somesuch/USA
- Director Kim Gehrig
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Credits
powered by- Agency Wieden + Kennedy/Portland
- Production Company Somesuch/USA
- Director Kim Gehrig
- Editorial Spot Welders
- Color Trafik/Los Angeles
- VFX a52
- Sound Design Field Day Sound
- Music Soundtree Music
- Executive Creative Director Caleb Jensen
- Creative Director Blair Warren
- Creative Director Kevin Steele
- Creative Director Pedro Izique
- Head of Production Orlee Tatarka
- Executive Producer Kerli Teo
- Senior Producer Emily Knight
- Executive Art Producer Grace Petrenka
- Senior Producer Rosie Ollero
- Senior Creative Jacobi Mehringer
- Copywriter Andrew Chhour
- Executive Producer/Managing Director Seth Wilson
- Head of Production Roger Zorovich
- Line Producer Alexandra Lisee
- Production Supervisor Andrew Mardis
- Production Designer Akin McKenzie
- DP Chayse Irvin
- Editor Robert Duffy
- Post Producer Joe Yardley
- Post Producer Edwina Lantigua
- Colorist Mark Gethin
- Head of Production Greer Bratschie
- Creative Director Andy McKenna
- Creative Director Jesse Monsour
- CG Supervisor David Hyatt
- Talent Kobe Bryant
- Talent LeBron James
- Talent Giannis Antetokounmpo
- Talent Kylian Mbappe
- Talent Serena Williams
- Talent Qinwen Zheng
- Talent Cristiano Ronaldo
- Talent Vinicius Junior
- Talent Sabrina Ionescu
- Talent Eliud Kipchoge
![](https://d17mj1ha1c2g57.cloudfront.net/v1/sEu71v3iw8lFYe_n64eiCr46Tbg/1024x576%23/80/shotsmag/production/clips/ebc3d4f4-c6c8-4382-b4bd-8a6b2e9136df/1721646178187.jpg?v=1&quality=80&format=jpeg)
Credits
powered by- Agency Wieden + Kennedy/Portland
- Production Company Somesuch/USA
- Director Kim Gehrig
- Editorial Spot Welders
- Color Trafik/Los Angeles
- VFX a52
- Sound Design Field Day Sound
- Music Soundtree Music
- Executive Creative Director Caleb Jensen
- Creative Director Blair Warren
- Creative Director Kevin Steele
- Creative Director Pedro Izique
- Head of Production Orlee Tatarka
- Executive Producer Kerli Teo
- Senior Producer Emily Knight
- Executive Art Producer Grace Petrenka
- Senior Producer Rosie Ollero
- Senior Creative Jacobi Mehringer
- Copywriter Andrew Chhour
- Executive Producer/Managing Director Seth Wilson
- Head of Production Roger Zorovich
- Line Producer Alexandra Lisee
- Production Supervisor Andrew Mardis
- Production Designer Akin McKenzie
- DP Chayse Irvin
- Editor Robert Duffy
- Post Producer Joe Yardley
- Post Producer Edwina Lantigua
- Colorist Mark Gethin
- Head of Production Greer Bratschie
- Creative Director Andy McKenna
- Creative Director Jesse Monsour
- CG Supervisor David Hyatt
- Talent Kobe Bryant
- Talent LeBron James
- Talent Giannis Antetokounmpo
- Talent Kylian Mbappe
- Talent Serena Williams
- Talent Qinwen Zheng
- Talent Cristiano Ronaldo
- Talent Vinicius Junior
- Talent Sabrina Ionescu
- Talent Eliud Kipchoge
This new campaign for Nike highlights the fact that winning isn't for everyone, as Nike continues its 50+ year legacy of inspiring athletes through powerful storytelling.
The spot, created by Wieden+Kennedy Portland and directed by Kim Gehrig through Somesuch, shows a new generation what it means to have a winning mindset, and reminds us that there's nothing wrong with wanting to be victorious.
Willem Dafoe is the brilliantly maniacal voice in our head asking, 'am I a bad person?'. Maybe, the voice asks, you're single-minded. Maybe you're obsessive. Maybe you're selfish, unsatisfied, irrational, delusional... you could be all these things and more, but if they're in the pursuit of victory, do these traits make you a bad person?
The campaign speaks to the grit, determination, sacrifice and passion it takes athletes to get to the top of their sport and onto the Olympic stage.