Great Bowery Licensing's Trunk Archive partnered with Nike for their 2024 Olympics campaign, "Winning Isn’t for Everyone," which celebrates the relentless pursuit of victory by the world’s greatest athletes. Nike licensed a powerful portrait of 23-time Grand Slam champion Serena Williams, captured by Paola Kudacki.
Produced in partnership with Wieden+Kennedy, the campaign emphasizes that striving for victory is a fundamental aspect of athletic excellence. It showcases elite athletes, including LeBron James, Sha’Carri Richardson, and A’ja Wilson, who, driven by an unyielding desire to win, embody Nike’s message that there’s nothing wrong with wanting to be the best.
In the campaign, Williams shares her perspective: “My desire is to win. I am lucky that whatever fear I have within me, my desire to win is always stronger.” This powerful sentiment, paired with Kudacki’s striking portrait, encapsulates and highlights the unbreakable spirit of athletes fueled by the pursuit of victory.
Visit Trunk Archive to explore portraits by Paola Kudacki and more extraordinary artists, whose exclusive imagery is available only through Trunk Archive.