Nike’s “Just Do It” turns 30 and the brand shows that it stands by what they believe.

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Colin Kaepernick is the new face of the ad campaign. With a nation divided on the issue, Nike takes a stance. The words on this ad attributed to Colin Kaepernick, can likely be attributed to Nike.

The Nike print ad is released on social media

Nike Colin KaepernickAll this firestorm started with a Tweet on Monday night by Colin Kaepernick, with this print ad. Everything took off from there.

Everyone took their own side, and the back and forth on Tuesday was a social media firestorm.

The stock price fell 2-3% in one day.  We are now day 3 and the stock has steadied itself. Truth be told, the results of this stance should be judged 3-5 years from now, not 3-5 days later.

Nike definitely supporting their athletes. These ads will get more high profile athletes to want to sign up with Nike….and over time the 15 year old athletes will buy MORE Nike (at a rate of 3 to 5 pair/year) offsetting the 55 year old non-athlete not buying (at a rate of 1 pair/year).

I believe Nike wins this math equation.

Explaining the “Just Do It” campaign

Over the last 30 years of Nike’s “Just Do It” campaign, you can see how they balance high profile athletes like Michael Jordan and Tiger Woods with your average athletes going above and beyond their athletic expectations.

Nike’s creative idea of “Just do it” reflects the strategic brand idea of, “Nike pushes you beyond your athletic boundaries.” Nike has made the most of TV advertising, layering in new stories supporting the “Just do it” creative idea. Here are some of the best Nike TV ads:

  • Michael Jordan’s “Failure” ad has him speaking about the many times he has been entrusted with the last  shot, only to fail to deliver.
  • With “Jogger” from the 2012 London Olympics, Nike used a heavy-set kid jogging at 6 a.m., to show how not all of us are superstars and challenges the average athlete inside all of us.
  • “No Excuses” has an unknown athlete speak to camera and list all possible excuses for not working out, only to pull the camera back and reveal he is a wheelchair basketball player who has no excuses.
  • With “Freestyle,” Nike created a hip-hop track and then matched visuals of NBA stars bouncing basketballs to that track. Very visually and musically engaging, this ad makes you look up at the TV. 
  • “If you let me play sports” from the early 1990s, an emotional ad that speaks to all the life benefits for girls who play sports. Adolescent girls deliver the copy lines of “If you let me play sports, I will have more confidence, be more likely to leave a man who beats me or suffer less depression

The Nike TV ad was released a couple of days later

It combines a lot of the greatness we’ve seen from Nike over the past 30 years of “Just Do It”, with a combination of superstars such as Lebron and Serena with those overcoming the most serious of life challenges. With Colin Kaepernick as the voice over, it takes a political stance and adds a bit of controversy.

This might be one of the best Nike ads I’ve ever seen.

 

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

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You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

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Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

 

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Graham Robertson

Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use is marketing experience and provocative style to get marketers to think differently about their brands, and to explore new ways to grow. Graham spent 20 years leading some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. Graham played a significant role in helping win Marketing Magazine's "Marketer of the Year" award. He has won numerous advertising and innovation awards including Businessweek’s best new product award. As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills. His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book as a playbook to help build the brand they work on. And, it serves as a brand management textbook for business schools in the US, Canada and the UK. Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking, so you can unlock future growth for your brand.

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