Nike & W+K Highlight Post-Marathon Pains in New 'Winning Isn't Comfortable' Spot

Marathon season is just around the corner, and sportswear giant Nike has just launched a new commercial that highlights the realities of marathoners. 

Made together with agency Wieden+Kennedy Portland, the short film titled "Stairs" gives viewers a look at the post-marathon leg pains that these dedicated athletes experience.

This includes the difficulty of speeding up on a crosswalk, of sitting down, and of course, of going down and up stairs. It's a wonderful depiction of the mundane things these runners have difficulty doing after a marathon.

While non-runners aren't so familiar with it, it serves as an inside joke to the running community who knows how it feels all too well. 

Notably, the spot serves as the fourth installation of Nike's ongoing "Winning Isn't Comfortable" campaign, with the slogan as its main message.

Other spots that are part of the campaign also highlight the mundane aspects of an athlete's life. 

In "Morning," different people struggle to stay awake and commit to their planned morning runs and workouts. However, they stick to it, and push through with their activities anyway.

Other versions like "Joy" and "Sunshine" follow similar themes, each hoping to resonate with Nike's hardworking and sporty audiences. 

Overall, Nike's superb brand storytelling is a great way to connect with its market and build real emotional engagement.

No Pain, No Gain

The 30-second spot directed by MEGAFORCE kickstarts with a man struggling to cross the street, having to lean onto a trash bin due to his sore legs.

In another scene, a man and a woman lean onto opposite handrails to walk down a flight of stairs, taking things one step at a time. 

Somewhere else, a woman slowly sits down on her chair, clearly still recovering from the marathon she had just run.

 

 

 

 

 

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"And this one is for everyone who ran the marathon yesterday, hope you're doing okay out there," the radio host says. 

The spot ends with the man finally finishing the flight of stairs, as "Winning Isn't Comfortable" flashes on screen. 

"Love Hurts" by Nazareth scores the spot — a playful bat at showing how one's love for sports can quite literally hurt. 

Previously, Nike and W+K launched the popular "Am I A Bad Person?" commercial narrated by award-winning actor Willem Dafoe.