Nike's "Stairs" Ad Celebrates Post-Marathon Struggles with Humor and Empathy.

Athletic footwear and apparel company Nike has launched its latest ad, Stairs, which humorously captures the raw post-marathon experience.

As part of its Winning Isn’t Comfortable campaign, the 30-second ad features a series of runners limping awkwardly downstairs and across streets, clearly struggling from the aftermath of a marathon.

Conceptualised by Wieden+Kennedy, the scenes reflect the muscle soreness and exhaustion that every runner can relate to after completing the gruelling 26 miles. The ad adopts a documentary-like, smartphone-style video approach, showcasing people as they wince and brace against handrails, embodying the pain following marathon races. This universal feeling resonates with both seasoned marathoners and casual joggers, adding a layer of empathy to the campaign.

The ad features Nazareth’s 1976 track Love Hurts, playing from a taxi’s radio, reinforcing the humorous yet painful theme. A radio announcer dedicates the song to “everyone who ran the marathon yesterday,” highlighting that the ad celebrates runners of all kinds.

Without showing anyone actually running, Nike encapsulates the shared experience of post-race discomfort, conveying that “winning doesn’t always feel like winning.”

Coinciding with the marathon season, running from September to December 2024 in cities like Berlin, Chicago, and New York, the ad aims to connect with runners worldwide, tapping into the current mindset of athletes pushing their limits.

The tagline, Winning Isn’t Comfortable, emphasizes that success often comes with a price, but it’s a price worth paying. Nike’s approach contrasts with other more aspirational campaigns, offering a grounded and humanising portrayal of victory.

Targeted specifically at runners, Nike’s earlier installments from the Winning Isn’t Comfortable campaign, such as Morning, Sunshine, and Joy, launched in September 2024, share a common theme: celebrating the physical and mental challenges faced by runners worldwide. Each ad focuses on the daily grind, endurance, and often overlooked struggles, shedding light on the reality behind the sport.

Nike also released an ad campaign during the Paralympics 2024 titled Winning Is Winning, which received mixed reviews. While some applauded the ad for celebrating the achievements of Paralympic athletes, others criticized it for its hostility toward good sportsmanship, suggesting it promoted the idea that athletes should want to win at all costs.