In recent days, the video for NIKE's new campaign – Winning Isn't for Everyone – Am I a Bad Person? – went viral on social media.
Watching the video, I immediately projected myself to my early forties, when, at six or seven years old, I participated in my first judo competition at the preschool called Cub. My parents tell me, and I remember some flashes, that at the moment of the bowing before the start of the judo match, my opponent simply started crying and gave up fighting me. The reason: my "angry kid" face – or, in this case, my "bad person" face.
This personal and true story is not about my little friend's reaction, who perhaps didn't even like judo, or any desire I had to harm him and other young opponents. It also does not mean that honor, sportsmanship, and integrity are left behind in the pursuit of victory as the only thing that matters. That does not mean victory at any cost. What prevails, yes, is personal sacrifice, focus on the goal to be achieved, and the determination never to give up.
Let's look at the reasons behind this context.
Since I first learned about the profile assessment tools created in the 1940s, I have come to deeply understand this significant passage regarding my behavior and its reasons. Because always wanting to surpass myself and be the best at everything I do is definitely a strength of my personality and an innate characteristic. I was never satisfied with second or third place; even less with being eliminated in the first fight. Things that, by the way, happened several times over more than a decade of fighting and competing in tournaments in the city and state of São Paulo at the time. As it happens to anyone throughout life in sports, studies, employment, entrepreneurship... Anyway, for the "bad people," there is no other way. There is no plan B.
Before proceeding, I emphasize that I do not wish to address any business aspects regarding NIKE and its operations, brands, and team. Just calling on those who read this article for a reflection
Since when? And moreover, why is it bad to want to be the best?
Around the world and especially in Brazil, aspiring to the top, victory, and profit is often considered something bad. They say that those who desire are arrogant or selfish, not empathetic and aggressive, among many other negative adjectives.
It is preferable to praise the tears of defeat and to embrace the defeated rather than to praise the confidence of those who claim that achieving victory is their only goal; always. Winning or losing.
The other day, I watched a contemporary philosopher say that sympathizing with others' failure and defeat is easy; what is truly difficult is rejoicing in others' success and achievement. And on this occasion, when you achieve some success, when you do very well, you will know who your true friends really are. Until then, I hadn't thought of this situation with that bias. Very interesting to imagine who would genuinely resonate or not with your achievements. Perhaps there is the mental mechanism that condemns many of us to be the "bad people." Maybe it's envy, jealousy. Sigmund Freud explains.
There is also the aspect of collectivism from a social, philosophical, economic, and religious perspective, which emphasizes that we are interdependent, opposing individualism in all areas of life, setting aside the disputes and achievements of individuals, even if this is the smallest minority that exists, that is, each of us as individuals. Ayn Rand explains.
Other variables include Latin American culture, through which the virtue of achieving everything one desires through merit and individual effort is not disseminated in society, be it a sporting victory, a car, a house, or a new professional or business position.
This combination of factors results in a perverse situation among “good people”, in which almost nothing is under their responsibility as individuals, outsourcing errors, failures and unachieved results to others.
Long before having children, I decided that no, this should no longer continue. At least not in my family. Even less in my company. I believe that NIKE, in a way, will contribute to changing this mindset, also hoping that other companies, brands, and people reinforce the idea that we need not only to stimulate desire but also to celebrate the vocation to win. It is certain that this is not for everyone. And that's okay.
I conclude by remembering that these "bad people" are those who, in the most diverse fields, not only in sports, have led and continue to lead society to reach new heights as civilization and humanity. I usually say that if it weren't for these people, we would still be living in caves today. You have already understood my point and thought of some names and events that changed the world through someone's vocation to challenge the status quo, accomplish the unthinkable, or even the impossible.
So, next time you encounter one of these "bad people" in person or on social media, remember, before labeling, that it's nothing about you. It's about what this person wishes for herself.
Personally, I am neither a fan nor a heavy user of sports brands, but I admire NIKE's dedication to victory and its business history. I loved this movie!
Does that make me a bad person?
