From “No Human is Limited” to “Doping Heals Everything”: Nike’s Sinner Swoosh
Dear Board and Executive Management of Nike Inc.,
In 2019, Eliud Kipchoge, the greatest marathoner who ever lived, embarked on a mission to become the first person to run a marathon under two hours. The event, which took place in Vienna, was sponsored by INEOS. Nike played a crucial role in branding and kitting Kipchoge. Nike used the phrase “No Human Is Limited” as the campaign slogan for the event, and it was emblazoned on Kipchoge’s kit. Nike also created a #NoHumanIsLimited hashtag, which trended globally.
Since Nike’s inception in 1964, its swoosh logo is one of the most recognised logos in the world. Besides using the “No Human is Limited” slogan, Nike is renowned for other iconic slogans celebrating athletic achievements. From “There Is No Finish Line” for Steve Prefontaine to “Is it the shoes?” for Michael Jordan to “I Feel Pretty” for Serena Williams, these slogans have inspired millions to work hard to achieve sporting excellence.
However, in a twist of fate, Nike introduced what will go down in history as one of the worst, immoral and ill-timed sporting slogans — “Winning Heals Everything” to celebrate Jannik Sinner winning the 2025 Wimbledon. In March 2024, Sinner tested positive for clostebol, a synthetic androgenic steroid with anabolic effects that increases performance during the BNP Paribas Open in Indian Wells. Eight days later, he tested positive again for clostebol in an out-of-competition urine sample test. Because of the performance-enhancing effect of clostebol, the World Anti-Doping Agency (WADA) in 2000 banned the use of clostebol by sportspeople. After the discovery, the International Tennis Integrity Agency (ITIA) provisionally suspended Sinner twice. When ITIA lifted the suspension upon Sinner’s appeal, WADA appealed, stating that it sought a 1 to 2-year ban for Sinner. In February 2025, Sinner settled with WADA and was given a 3-month ban. A few months later, he reached the final of the French Open and won his first Wimbledon title on 13 July 2025.
Nike’s slogan, “Winning Heals Everything”, is problematic and disturbing as it comes on the back of Sinners’ victory after failing two drug tests and being banned for three months. The subtext of the message is that “Doping Heals Everything.” It suggests that it is okay to use an immoral means to achieve a moral end. It signals that with Sinner’s victory at Wimbledon, it was worth the doping scandal. It also signals to up-and-coming athletes that they should strive to reach the top by any means necessary, as ultimate victory will overshadow the shame of being caught doping.
Over the decades, sporting icons like Serena Williams, Shelly Anne Fraser, Michael Jordan, Tiger Woods, Cristiano Ronaldo and Allyson Felix have proudly adorned the Nike logo. Why should the world’s prominent sportswear company demean the esteemed logo worn by legends by choosing to be associated with and celebrate a person caught and banned for doping?
When Nike chooses to put commercial interests over integrity, it risks damaging the brand it has built since 1964. I urge you to ask your marketing team to analyse comments from social media about Sinner’s victory at Wimbledon. I am sure that when you read comments like: “Jannik Sinner’s doping ban makes his Wimbledon win hard to stomach” or “His slap on the wrist doping ban really makes me view his achievement with disdain,” or “Jannik Sinner’s victories are worthless. He has built a resume on fraud. He is a fraudulent #1 and fraudulent slam winner,” or “Is Jannik Sinner the first drug cheat to win Wimbledon?” I am sure you will realise that you are backing the wrong horse.
Nike has always been ahead of the curve, but this time, it is behind the moral curve. I appreciate that Nike wants to be anchored to the number one tennis player in the world, just as it did with Serena Williams, Roger Federer and Rafa Nadal. However, it should collaborate with individuals who have worked hard to get to the top rather than pitching its tent with those who game the system and then develop awful slogans that justify cheating.
In the past, Nike took the moral high ground on doping issues. After Lance Armstrong was ousted for drug cheating, Nike severed its connection with Armstrong, stating, “Nike does not condone the use of illegal performance-enhancing drugs in any manner.” Furthermore, when the U.S. Anti-Doping Agency issued a 4-year ban to Alberto Salazar for doping violations, Nike closed the Nike Oregon Project in 2019. Why is it different this time?
As the Board of Directors, you should view Nike’s reputation as a strategic asset and a risk. You have a strategic and fiduciary responsibility to protect Nike’s reputation. With the eyes of the world fixed on Jannik Sinner, it is time for Nike to dissociate itself from Sinner, consign the “Winner Heals Everything” slogan to the dustbin of history and issue a statement that any person banned for doping has no place at Nike. If Nike chooses the path of least resistance by backing Sinner, it will diminish its hard-earned brand, lose its credibility and be dismissed as a corporation that sacrificed its principles on the altar of profitability.
Selah.
Ahmed Olayinka Sule, CFA
@Alatenumo
July 2025
