Nike: Winning Isn’t Comfortable, but It Connects
- Alejandra Salazar
- Sep 29
- 1 min read
Sometimes brands just put their logo on an event banner to be seen, instead of using their budget to speak to and connect with people, and be memorable.
While adidas was the official sponsor, Nike brought its Cannes Lions–awarded campaign "Winning Isn’t Comfortable" to a new city during the Buenos Aires Half Marathon, showing once again how powerful it is when you understand your audience and speak to them at the right moment.
The campaign embraces a truth only runners know: running is awful, but we love it. Instead of celebrating at the finish line, it captures every wincing mile, connecting with runners’ real thoughts and feelings along the way.
Nike covered the course with motivating messages like “You didn’t run this far just to get here”, along with a series of other phrases that resonated deeply with the 27,000 participants—proving that understanding your audience and applying that insight creatively can make your message more memorable and resonate worldwide.
This same campaign has already appeared in Mexico City, Chicago, and other cities, showing the global power of insight-driven marketing.
Congrats to the team! 👏 Enrico Balleri, Nicole Hubbard Graham, Andy Walker, Gabe Folick, Daniel Palau, Timothy Cheng, Tricia Chamberlain, Nick Roldan, Sabrah Papazian, Andrew Haberkorn, Neil Potter, Kyle Scott, Tori Matthews
I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency where we work with brands that want to get closer to their audience. Here, I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.
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