Dare to Suck – Nike

Brief: Nike Training is (re)launching in early 2026. Show us how you would disruptively (re)launch the brand in the market

MANIFEST:

FOR FAR TOO LONG, COURAGE HAS BEEN SYNONYMOUS WITH WINNING. THOSE WHO ARE THE BEST ARE SEEN AS THE BRAVEST.

WE NEED TO REDEFINE WHAT COURAGE MEANS. BECAUSE WHAT IS BRAVERY, IF NOT LOOKING STUPID – BUT TRYING ANYWAY?

FLEXING A WIN IS EASY. DARING TO SUCK TAKES REAL GUTS. IT’S HIGH TIME WE STOP SOLELY PRAISING THE PROS – AND START APPLAUDING THE BEGINNERS. THOSE WHO REALLY JUST DO IT.

Art Director: Alice Sävman & Nils Magnusson. Copywriter: Alice Maddock & Jessica Watson Galbraith