Nike Football: Winner Stays
Nike Football: Winner Stays is a celebration of football (soccer) culture and the dream-like allure of the sport, masterfully combining fantasy with relatable street-level passion. The ad kicks off with a casual pickup game between two groups of friends in a park, where players take turns challenging each other with the phrase: “Winner stays”. As the game progresses, the kids imagine themselves transforming into their footballing idols, turning the neighborhood match into a star-studded spectacle.
What begins as a simple game among friends quickly evolves into a high-stakes showdown, featuring some of the world’s greatest footballers, including Cristiano Ronaldo, Neymar Jr., Wayne Rooney, Zlatan Ibrahimović, and many more. The players perform incredible tricks and stunts, keeping viewers on the edge of their seats. The ad seamlessly transitions between the perspectives of the ordinary players and their professional counterparts, blending reality and imagination to emphasize the universal appeal of football.
Adding a playful twist, the game includes moments of humor and surprise. Zlatan calls his own name in celebration after scoring, and Neymar dribbles past an opponent while answering his phone. Even non-football celebrities like Kobe Bryant make cameo appearances, adding layers of cultural crossover appeal. The stakes rise when a penalty kick decides the game, with Cristiano Ronaldo himself stepping up to take the shot in the climactic moment.
The ad is backed by dynamic cinematography, energetic pacing, and a pulsating soundtrack that amplifies the excitement. Nike’s branding is interwoven throughout, with its iconic slogan, “Risk Everything,” serving as a rallying cry for players to dream big and embrace their love for the game.
“Winner Stays” is more than just a commercial—it’s a love letter to the global football community. By blending aspirational fantasy with relatable playground passion, the ad captures the essence of what makes football the beautiful game. It inspires viewers to imagine themselves in the shoes of their heroes and reminds them that, at its core, football is about daring to play with confidence, creativity, and a sense of fun.
The Ad-Meter Results
Note: The Ad-Meter is based on research about What Makes a Good Video Ad. The analysis is done with the help of a trained AI model.
| Category | Trait | Score (0–10) | Description |
|---|---|---|---|
| Attention | Hook | 10 | The casual pickup game turning into a star-studded showdown grabs attention immediately, appealing to fans and players alike. |
| Aesthetics | 10 | Stunning visuals, seamless special effects, and dynamic camera angles make the ad visually spectacular. | |
| Pace | 10 | The ad’s fast-paced action mirrors the energy of a real football match. | |
| Branding | Brand Presence | 8 | The Nike logo is prominently displayed, and the brand’s philosophy of “Risk Everything” shines through, but it’s not overly emphasized. |
| Audio Reinforcement | 10 | Features a catchy and dramatic soundtrack that enhances the high-energy atmosphere, complementing the ad perfectly. | |
| Catchphrases | 7 | While the “Risk Everything” slogan is memorable, it doesn’t dominate the narrative like other iconic taglines. | |
| Connection | Storytelling | 10 | The ad tells an engaging, relatable story of kids imagining themselves as superstars while playing football. |
| Character | 10 | With a mix of relatable players and global stars, the characters create both aspiration and relatability. | |
| Message Alignment | 9 | The ad aligns perfectly with Nike’s values of creativity, self-expression, and pushing boundaries. | |
| Direction | Call-to-Action | 7 | Implicit encouragement to “Risk Everything” on the pitch, though there’s no explicit call-to-action for viewers. |
| Unique Selling Point (USP) | 9 | Highlights Nike’s role as a cultural force in football, showcasing their products as essential for bold, creative players. | |
| Extras | Iconic Moments | 10 | The ad is filled with memorable moments, from Ronaldo’s free kick to Zlatan’s swagger and Neymar’s dribbles. |
| Timing | 10 | Released during the World Cup hype, the ad perfectly captured the spirit of the moment when global football fandom peaked. |
AD-METER SCORE: Legendary.
Total Points: 120/130
Final Score (Percentage): 92%
Summary: Nike Football: Winner Stays is a brilliant showcase of Nike’s ability to merge cultural relevance, entertainment, and branding into one high-energy package. The ad resonates with football fans by combining humor, aspirational storytelling, and stunning visuals. Its mix of star power and relatability ensures broad appeal, making it one of Nike’s most iconic ads. The mix between the catchphrases and implicit call-to-action are its only minor drawbacks, but overall, it’s a masterclass in creating a memorable and impactful commercial.
