Tag Archives: Nike

Just Brand It: Nike Does It Best

It’s a Saturday Morning in your favorite college town. You wake up, put on your socks, shorts, and favorite team’s jersey. You turn the TV onto ESPN’s College Game Day before putting on your jacket and heading out to tailgate. More than likely, your day has been consumed with one major brand. Nike is everywhere in our lives, whether it be the socks you wear or the commercials you see on TV. Nike has become a part of everyday life, especially if you have anything to do with the sporting world.

NikeNike Incorporated is a clothing, footwear, sportswear, and equipment supplier Originally based in the United States. It is the world’s leading supplier of athletic shoes and apparel. It’s headquartered are located near Beaverton, Oregon and has 44,00 employers world wide. Originally it was founded as Blue Ribbon Sports by Bill Bowerman and Phil Knight on January 25, 1964.

Celebrity endorsements are huge in the sports clothing branding world. Nike uses stars like LeBron James and Tiger Woods for customers and children to look up to. Nike has Hundreds of millions of dollars poured into their celebrities to sport their brand within everything they do on and off the field or court. LeBron alone signed a lifetime $500 Million contract for the brand at the end of 2015.

Nike also uses inner laziness as the enemy, and challenges you to “Just Do It.” They brand themselves via platforms through social media, sports networks, and the sports teams themselves. When reaching the everyday person, Nike wants to make them feel like the best athlete they can be. And to be the best, they have to wear the best and get outside, and get fit.

NikeOne of Nike’s most recent advertising developments targets young adults. To promote the Nike SLAM brand, they presented “Nike Pictures” where they made a full short film following kids trying to figure out who their favorite NBA stars are by living with them. They showed 30 second commercials on television for two months, driving people to watch the entire film on the Nike Slam website.

Nike has come a long way since the 60’s. The Iconic Nike Swoosh can be found everywhere. By using information gathered through everyday experiences from their customers, Nike brands itself through heroism and finding an internal fear inside their customers. Though on the surface it seems like two opposite strategies of branding, it works enough to put them in the Forbes top brands in the country.

Austin Hansen

Nike Will “Risk Everything” on Social Media

The World Cup is long behind us, but the memories will last forever: The United States’ historic run, Germany’s fourth World Cup win, and Nike’s Risk Everything campaign. A campaign that made it into AdWeek’s top ten most viral ads. Nike created one of the most memorable advertisements of 2014, so the question is, how did they do it?

This campaign was almost purely digital, using social media as key to their branding. Nike bet big on creating a couple of great videos in Winner Stays and Last Game, then let the fans do the work of getting it out there.

nike-risk-everythingNike collected their spokesmen from across the globe. The soccer ad featured superstars inside the sport such as Cristiano Ronaldo, Neymar Jr. and Tim Howard. They also reached outside the soccer world with appearances from Kobe Bryant and Anderson Silva to reach those who don’t know the sport.

Superstars don’t always drive success, but Nike’s production quality was top notch. Both the videos produced for Risk Everything told great stories, had an amazing look and were emotionally driven. They extended beyond the traditional thirty second spot to well over four minutes. Nike didn’t create an advertisement, they created phenomenal videos that also advertised the brand.

Nike brought together brand, media, and content to market their products. So let’s start out with the brand.

The literal brand really took a backseat in these videos. At no time are product names or images thrown in that could interrupt the story. While all the products in the commercial were from Nike, there was no blatant, “in your face” attempt to market themselves. The video came first in every aspect, letting viewers crave the brand after viewing the commercial because of how much they enjoyed the ad.

Nike Risk EverythingNike’s media choices really set this campaign apart. Short ads were shown during the World Cup, but the videos thrived on YouTube, Facebook, and Twitter. By February of 2015, the two videos had a combined viewership of 175 million. They reached this incredible number by being sharable. Winner Stays and Last Game were spread by Facebook and Twitter, reaching more and more people without any additional cost to Nike.

This leads to the content. Ads generally just try to get the product in your head. They produce subpar content and force the product on you. Nike’s content resembled nothing like their competitors. The content produced was primarily for entertaining.

The ads were shown as a world coming together, exciting and daring. This is exactly what the brand wanted you to feel about their product without ever saying it. They wanted the consumer to associate these traits with Nike soccer gear without uttering any of those words throughout their ad.

So did the risk pay off? Was focusing on creating great, sharable content instead of putting money into traditional advertising the right route? Nike saw 22 million campaign engagements during the running of Risk Everything. There were also 250 thousand user generated memes, five million visits to the product page and a 21 percent increase in earnings to $2.3 billion according to to this article. This campaign was wildly successful.

Does this campaign act as a game changer in the advertising world? Is running a digital campaign better at reaching out to consumers than traditional media? Is this where advertising is heading? Leave a comment and let me know what you think.

Evan Stevenson