2024 Sports Campaigns That Went Beyond the Game
This year, sportswear brand campaigns like Nike’s “Winning Isn’t for Everyone” and Reebok’s “Sport is Everything” redefined the power of athleticism, ambition and community.
2024 has undoubtedly been the year of sport, with defining moments that have captivated fans and reshaped the cultural significance of athletics. At the Paris Olympics, South Korea‘s Kim Ye-ji earned silver in the women’s 10-meter air pistol with remarkable focus. Meanwhile, Naomi Osaka made a highly anticipated return to tennis and Angel Reese had a standout rookie season in the WNBA.
We also saw a significant increase in sports being turned into content. Some moments were even “meme-ified” like Norwegian swimmer Henrik Christiansen, who became the unofficial “Muffin Man” of the 2024 Paris Olympics. Elsewhere, beauty brands like Fenty Beauty tapped into women’s sports, recognizing their growing influence and helping to bring greater visibility to female athletes.
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Hollywood played its part as well, with Luca Guadagnino‘s tennis romance film Challengers becoming one of the most talked-about movies of the year. It sparked trending moments like Jonathan Anderson‘s standout “I Told Ya” T-shirt, Zendaya‘s meticulously styled press tour and particularly the intense love triangle between the three protagonists.
Sport’s influence even extended to Spring/Summer 2025 fashion shows. Some standout examples include Dior featuring Italian performance artist and competitive archer, Sagg Napoli at Milan Fashion Week, Noah Lyles strutting down the runway for Willy Chavarria and Arsenal footballer Declan Rice walking for Labrum at London Fashion Week.
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However, this year wasn’t just about the games and viral moments; it was also a showcase of how brands leveraged sports to deliver powerful messages. Campaigns like Nike‘s “Winning Isn’t For Everyone” and Adidas‘ “You Got This” embraced the full spectrum of an athlete’s journey, acknowledging the mental, physical and emotional challenges they face, while simultaneously underscoring how sports intersect with broader aspects of life.
It’s clear that this year held more than just another series of events — it was a celebration of the human spirit and the power of motion.
Scroll down to read about our favorite sportswear brand campaigns that truly went beyond the game.
Nike “Winning Isn’t For Everyone”
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Nike’s “Winning Isn’t For Everyone” campaign flipped the script on the brand’s inclusive motto, “If you have a body, you are an athlete” and delivered a bold and unapologetic message about the true grit required to succeed at the highest levels of sport. The campaign was released just ahead of the Olympics, perfectly timed to capture the spirit of the games. It featured a compelling film narrated by Willem Dafoe, which highlighted the stories of Nike athletes such as Giannis Antetokounmpo, LeBron James, Sha’Carri Richardson and more. Together, they embodied the relentless passion and determination required to chase victory, which made the campaign both inspiring and impactful.
Nike challenged the idea that ambition and competitiveness are negative traits, reframing them as the core of an athlete’s journey. As the brand’s Chief Marketing Officer, Nicole Graham, stated on the brand’s newsroom page, “Nike’s story has always started with the athlete’s story. Anyone can be a winner if they’re willing to do what it takes.” This unapologetic take celebrated the pursuit of victory as a source of inspiration for all.
Adidas “You Got This”
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It’s often said that your brain gives up before your body does, underscoring the mental and physical strength required in sports. Adidas tapped into this universal struggle with its “You Got This” campaign, released ahead of the Olympics. This inspiring initiative showcased the tenacity of athletes, some of which included Noah Lyles and Turkish swimmer, Sümeyye Boyaci, as they navigated the intense pressures and challenges of their demanding careers.
The campaign masterfully pairs raw moments of pain and determination with one of David Bowie‘s unforgettable tracks, “Under Pressure.” By shedding light on the mental and physical battles athletes face, adidas delivers a message that transcends sports — perseverance is key to overcoming obstacles, whether on the track or in everyday life.
PUMA “See The Games Like We Do”
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Speed has always been at the heart of PUMA‘s DNA and its “See The Games Like We Do” campaign brought that heritage to life. The campaign video featured athletes with its brand logo reflected in their eyes, symbolizing how they perceive the game in a way that sets them apart.
Launched globally in April, “See The Games Like We Do” highlighted how speed has shaped its identity and continues to fuel its innovation, as detailed on the brand’s website. For PUMA, speed isn’t just about being fast; it embodies the universal thrill of acceleration, the adrenaline rush and the joy that comes from pushing limits.
ASICS “Move Your Mind with ASICS”
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For many of us stuck in the grind of corporate life, moving our bodies often gets pushed aside and easily forgotten. But let’s be honest: to keep a healthy mindset and perform at your best, whether in life or work, you need to move. That’s the idea behind ASICS‘ campaign, “Move Your Mind with ASICS,” which encouraged just 15 minutes of daily movement to boost mental well-being. What’s refreshing about the campaign is the lack of athletes, sports or heavy product placements. Instead, it delivered a simple yet powerful message that resonated with the brand’s audience.
HOKA “We Are All Born To Fly”
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“We Are All Born To Fly” captured a simple truth: everyone has the ability to break through limits and embrace their full potential. HOKA‘s 60-second video campaign brought this idea to life and showed a birds-eye view of athletes experiencing the exhilaration of flying while running. Rooted in the brand’s origins in the French Alps, the campaign captured the essence of HOKA’s identity while celebrating not just elite athletes, but everyday people who strive to reach their personal goals.
New Balance “We Got Now”
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You know that voice in your head telling you to hit the gym, but then you find yourself saying, “I’ll go tomorrow”? Well, here’s the thing — tomorrow is always just another tomorrow, the only moment you have is now. New Balance‘s “We Got Now” campaign was all about embracing this concept. Released in the Spring, the campaign emphasized the idea that everyone has the power to take action and shape their own success, regardless of where they begin.
Featuring sports people like Coco Gauff, Jamal Murray and Bukayo Saka, the campaign highlighted their effortless confidence and inspired people to chase their passions without waiting for anyone’s approval.
Reebok “Sport Is Everything”
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At first thought, you might not think sport is everything, especially if you’re not a sportsperson yourself. But upon reflection, sport shapes community and brings people together. That’s why Reebok thinks “Sport Is Everything” in its most recent campaign. Narrated by rapper Tobe Nwigwe, the campaign captured Reebok’s vision of sport as more than just physical activity and celebrated its universal impact, emphasizing that it’s defined by what we make of it.
Angel Reese, who joined a partnership with the brand in 2023, shared on its website, “Sport is about anything that excites you — it’s a community we all share.” The 60-second video showed 10 Reebok athletes and artists, including Reese, ultra runner Lydia Oldham and boxer Shakur Stevenson, immersed in their passions and demonstrating how deeply their sport defines and inspires them.
To explore more on sports, read about how Nike teamed up with Naomi Osaka to promote girls’ access to athletics.
