Nike’s “Stairs” ad, part of the broader “Winning Doesn’t Always Feel Like Winning” campaign, takes an unconventional approach to showcasing athleticism. It opens with the iconic 1970s rock ballad “Love Hurts” by Nazareth. It immediately sets an emotional and nostalgic tone that feels almost out of place in a sports commercial—but that’s precisely what makes it work. By choosing a song that evokes vulnerability, Nike taps into the idea that success, especially in endurance sports, isn’t always glamorous.
The visuals amplify this feeling. The ad depicts several people struggling upstairs, grimacing in pain as they move, with the viewer’s initial assumption being that the Nike shoes they’re wearing might be the culprit for their discomfort. This is where the ad cleverly plays with our expectations. As the camera lingers on their pained expressions and stiff movements, it’s easy to conclude that these are just wrong shoes or perhaps an exaggerated critique of Nike’s products. But the twist comes at the end: we learn that these individuals are marathon runners, and their pain isn’t a failure of the shoes—it’s the cost of pushing the human body to its limits.
The final line, “Winning isn’t comfortable,” hits hard, reframing the ad’s narrative entirely. Nike celebrates the endurance athletes who power through discomfort, exhaustion, and physical pain to achieve something greater. It perfectly embodies the Nike ethos: success isn’t easy, and the path to victory is often paved with sweat, tears, and sore muscles.
Pros
- Brilliant Use of Music: Nazareth’s “Love Hurts” is a bold choice, subverting the expectation of upbeat, motivational music often heard in sports ads. It strikes an emotional chord that enhances the ad’s message of perseverance.
- Twist Ending: The initial misdirect—making the viewer think the Nike shoes cause the pain—adds a layer of intrigue. The reveal that these are marathon runners cleverly shifts the narrative and emphasizes Nike’s message of grit and determination.
- Relatability: Anyone who has ever pushed themselves physically, whether in a marathon or intense workout, can relate to the exhaustion and soreness depicted in the ad. It speaks to the universal truth of athleticism: progress comes with discomfort.
- Simplistic but Effective Visuals: The ad’s straightforward visual storytelling focuses on the struggle and doesn’t overcomplicate the message, making it easily digestible.
Cons
- Potential for Misinterpretation: The ad’s early suggestion that the Nike shoes cause pain could confuse or mislead viewers who don’t stick around for the reveal. This might lead to negative assumptions about the product, even if the ultimate message clears things up.
- Lacks Immediate Inspiration: Unlike many of Nike’s iconic ads, which are directly motivational and filled with energy, this ad takes a slower, more reflective tone. While powerful, it may not resonate with all viewers who expect Nike’s typical high-octane, empowering messaging.
- Limited Appeal Beyond Endurance Athletes: While marathon runners and serious athletes will connect with the message, the broader audience may not find the same level of emotional engagement with the pain and endurance theme.
Cultural & Societal Impact
This ad taps into a broader cultural conversation about how success is often romanticized, but the hard work, pain, and perseverance behind it are rarely highlighted. Nike’s campaign is a reminder that athletes, particularly endurance runners, often endure much suffering on their way to the podium, making victory all the more meaningful. The ad also reinforces the growing cultural appreciation for mental and physical toughness, where “grit” is a defining characteristic of success in sports and life.
By showing the aftermath of a marathon—sore muscles, wincing steps, but no regret—Nike aligns itself with the everyday athlete who pushes through the pain for the love of the sport. It’s a relatable message in a world that increasingly values authentic, unfiltered experiences over perfectly curated moments.
Final Thoughts
Nike’s “Stairs” ad is a clever, introspective take on what it means to win. Using “Love Hurts“ as a metaphor for the physical toll of endurance, it strikes a poignant balance between pain and triumph. The simplicity of the visuals works in its favor, though the ad runs the risk of being misinterpreted by some viewers. Still, it’s a refreshing change from the usual sports ad formula, offering a more nuanced view of what victory looks like.
