Nike depicts drudgery of running in latest leg of comeback campaign [Video]

Dive Brief:

• Nike debuted the next leg of its gritty “Winning isn’t for Everyone” campaign with ads targeting runners, per details shared with sister publication Marketing Dive. The launch is timed to marathon season. 
• “Winning isn’t Comfortable” features four brand films that depict the unglamorous and arduous aspects of running, including grappling with harsh outdoor elements, but also the reward of pushing beyond one’s limits. Out-of-home creative shares the theme around contending with hard truths.  
• Wieden + Kennedy Portland is behind the effort that looks to extend Nike’s momentum coming out of the Summer Olympics. Running is a category where Nike has lost some of its foothold to upstarts such as Hoka. 

Dive Insight:

Nike is building out its latest campaign, which centers on the ruthless drive it takes to win, with an overture to runners. The sportswear giant’s presence in …