What You Missed In Nike’s Campaign
I am sure you have seen the new Nike campaign. “Believe in something. Even if it means sacrificing everything.” Whatever your opinion is of Colin Kaepernick and his stance, that doesn’t matter to me nor should it matter to you, because you've missed the point! What Nike has done is so strategic it is amazing! The campaign was released at the perfect time and goes beyond what is currently happening between the NFL and Kaepernick, all on the 30th anniversary of Nike’s “Just Do It” slogan. This ad is perfect for this day and age and shows how the brand used “commodity activism.” But, has society missed the point?
If you have read, “Shoe Dog,” by Nike’s founder you’ll know Nike was fond of sponsoring the underdog, because Nike was the underdog for many years. Nike has always been scrappy and ready to make moves and counter moves. This ad simply touches on Nike's foundation; this is the core of who Nike is. To come out with this ad at this time in history is pure brilliance! But this ad goes further than that! Look at the current climate in the US. American’s are divided on many issues - white house administration, climate change, gender equality, immigration, loss of protected lands, racism, etc. Nike’s ad has been released at a time where we as a society are very sensitive. While you often see a brands partake in commodity activism we haven't seen it to this extent and it is amazing to watch because of the depth this campaign has.
Commodity activism is the practice of merging consumer behavior with political or social goals. This can be anything that challenges or questions and branding in this day and age has gone beyond a typical business model. Nowadays brands rely on our basic social and cultural relations. Essentially, what can marketers use to garner attention to our brand. Again, Nike’s ad goes deeper than what we are all talking about.
Let’s talk numbers for a moment because the proof is always in the pudding! The day after this campaign started Nike's sales grew 31% (yes, 31% in a day). The ad created $163.5 million dollars’ worth of brand exposure. While their stock fell 3%, in the past 12 months their stock has risen 51%. In the space of 24 hours they received $43 million worth of press coverage. The slogan “Just Do It” has pushed through so many barriers and it did what no brand has been able to do in decades. This type of exposure just doesn’t happen!
Nike has faced a lot of backlash with this campaign. Folks are burning all of their Nike shoes and clothing, while others went out and purchased a lot of Nike products. Meme’s having been flying around left, right and center. It has been pure chaos this week because of this ad. Yet the pure brilliance of this campaign goes beyond face value. While some were focusing on Kaepernick, they missed the true message Nike was trying to push out. Yes ego, you once again got in the way!
I am disappointed that everyone is focusing on Kaepernick’s role in this campaign. Did you notice Serna Williams in their commercial? Did you know Serena Williams has won more titles than any man in history, yet is still sponsored at a lesser amount than her male counterparts? Did you notice the teenage athlete who wrestles without legs? Did you know some schools won’t compete against him because of their prejudiced? What about Lebron James opening a school to give poorer kids a better future? I have read many articles on this campaign with the majority focusing on Kaepernick. Wake up! This campaign addresses a lot of different issues that are so prevalent in today’s world, yet it seems everyone just wants to focus on Kaepernick, but where was Kaepernick taking a knee in the ad? He wasn’t. The depth this campaign offers is amazing yet many can’t see past Kaepernick! Again… perfect for today’s day and age where studies suggest our attention span is the same as a goldfish.
As a marketer I watch many brands to see what they produce and how they position themselves. Many pass by without a second glance because they do the same old, same old. Better not rock the boat! Some ads pique your interest for a few moments and then die. This campaign is utter genius. The true message if you look past Kaepernick is how all of us in some way, shape or form are taking a stance and we are all fighting to create a better world. We are all pushing barriers we have set for ourselves or have been set by society. The truth is, this campaign when you look past Kaepernick, shows how we all want to be better but to be better we have to sacrifice and be so clear on our goals that it becomes our sole desire in life. You have to sacrifice to become the person you want or to create the change you wish to see in life. Remember Rosa Parks? The campaign encourages us to pursue what sets our soul on fire. Did you miss this? Did you just look at Kaepernick?
Nike, this campaign is amazing! I am blown away to watch you create conversation and take a stance, yet you have stayed to true to your roots! I appreciate marketing that has many layers and when a brand stands for who they are. “Believe in something. Even if it means sacrificing everything.” Many props and kudos Nike marketing team! This is pure brilliance!