W+K Taps World’s Soccer Talent in ‘Winner Stays’ for Nike

By Erik Oster 

W+K Portland went all out in getting celebrity talent for “Winner Stays” the latest iteration of their “Risk Everything”campaign for Nike.

The 4:12 film plays off the idea of pretending to be your favorite star players while playing a pickup game with friends. “Winner stays” says one side of one such pickup game, and soon players are claiming to be famous soccer stars and taking on their unique skill sets. It’s a fun idea, although it’s stretched a bit thin at over four minutes long. W+K is betting that with World Cup fever spreading people will stay around for the star power, which includes the return of Cristiano Ronaldo, Neymar Jr. and Wayne Rooney, a host of other soccer stars from around the world, and a few unexpected cameos. During the action, the spot offers the first glimpses of Nike’s new Magista and Mercurial Superfly.

“We connect to players’ passion for the game, whether it is the world’s best in Brasil or players in the park or street, explains Davide Grasso, chief marketing officer for Nike. “‘Winner Stays’ taps into an experience that every young player around the world will recognize – competition with friends and the idea of playing with your heroes or pretending to be them.”


While it may be fun and expertly crafted, it’s pretty hard to get over the run time for the full-length “Winner Stays.” Four minutes is just a really long time to expect people to sit through an advertisement and the new product reveals are relatively deep into the spot. Thankfully, there are abridged versions, with run times of 3 minutes (still pretty long), 90 seconds, 60 seconds, and 30 seconds. Stick around for full credits after the jump. Credits:


Creative Directors: Alberto Ponte / Ryan O’Rourke

Interactive Director: Dan Viens

Copywriter: Jeff Salomonsson

Art Director: Sezay Altinok

Agency Producer: Endy Hedman

Production Assistant: Julie Gursha

Agency Executive Producer: Matt Hunnicutt

Head of Production: Ben Grylewicz

Account Team: Karrelle Dixon / Alyssa Ramsey / Ricardo Hieber

Business Affairs: Laura Caldwell

Executive Creative Directors: Mark Fitzloff / Susan Hoffman / Joe Staples


Production Company: Rattling Stick

Director: Ringan Ledwidge

Executive Producer: Jen Barrons

Head of Production: Joe Biggins

Line Producer: Sally Humphries

Director of Photography: Ben Seresin


Editorial Company: Work

Editor: Rich Orrick

Post Producer: Sari Resnick

Assistant Editor: Eleanor McNaughtan



VFX Company: The Mill

VFX Personnel Senior Executive Producer: Sue Troyan

Executive Producer: Gemma Humprhies

Executive Color Producer: LaRue Anderson

Producer: Christina Thompson

Color Producer: Natalie Westerfield

Project Lead/Creative Director: Tom Bussell

Production Coordinator: Benjamin Sposato and Clare Melia

Shoot Supervisor: Tom Bussell, Austen Humphries and Andrew Wood

Lead Senior 2D Artist: John Shirley

Colonel Muster/CD: Andrew Wood

Colorist: Adam Scott

Design: Kyle Moore and Greg Park


VFX Company – Hulk: Luma Pictures

Executive Producer – Vicki Mayer

Producer – Steven Swanson

CG Supervisor – Pavel Pranevsky