Realizing that all marketers have different perspectives, at least just hear me out...
Nike isn’t about selling shoes, it’s about selling sports. Nike believes in the “endless possibilities” for human potential in sports. The goal of the corporation is to develop products that help all types of athletes reach their potential. If you can recall some of Nike’s advertising campaigns, you should remember that they don’t really discuss Nike’s products, features, or the fact that it sells sports equipment. Instead, the advertisements promote the importance of engaging in sports, and that the use of its products can help in one’s performance and progression to becoming a better athlete. A perfect example is Nike’s “My better is better” commercial:
Here we see Nike supporting the playing of sports. We see Nike’s belief in the “endless possibilities” for human potential in sports. It’s only when we delve into the advertisement further do we see the promotion of its products. Although Nike may be insinuating that its products help in the enhancement of performance, it still does not change the depiction of what Nike stands for.
Now let’s remember, Nike has a historically complicated, nontraditional, yet innovative approach to business and advertisement tactics. As for Nike and Wieden + Kennedy’s LeBron James campaign, it is a continuation of their partnership’s history of creating powerful, relevant, and sometimes controversial advertisements. Anyone can sell sporting goods, but it takes an emotionally invested company, like Nike, to be able to sell a lifestyle. With the promotion of a lifestyle comes an unconditional connection to its customers and especially to its spokespeople.
Underneath the lengthy, borderline cheesy surface of the advertisement, we see that unconditional support that Nike has for its athletes and the lifestyle of playing sports. Many critics believe that Nike uses people’s personal problems to sell shoes, and why wouldn’t they? It may appear to be that way on the surface, but it comes down to Nike’s support for great athletes that serve as icons for the sports they play. Nike has a unique way of reminding people the importance of sports itself, with personal problems aside. Nike does so by confronting those personal problems head on in controversial, often emotionally evoking ways. The bottom line is that Nike supports its great athletes and the value they contribute to sports.
A similar controversial Nike advertisement is its Tiger Woods commercial featuring his late father, Earl’s voice asking him questions before his return to golf.
Many people think it was meant to evoke sympathy from the public for his troubled nature. While this may be true, we see Nike’s support for its athletes and their contribution to the game of sports. In an unconventional, slightly questionable way, the ad confronts the golfer’s mistakes to ultimately remind the public of the importance that sports plays in our relationship with the athlete. The importance of sports is what Nike stands for, making it another bold, but good ad.
More often than not, we forget what a good advertisement is. It’s less about the numerical metrics and more about the effect it has on its viewers. Advertisements have the power to change people—their behaviors, actions, and attitudes. Successful advertisements increase sales, traffic, and so forth, but good advertisements get people to think, react, and ask questions. Nike’s campaigns do just that.
Reactions:
Cleveland’s response to Nike’s “Rise” Commercial featuring LeBron James.
South Park’s most recent episode, “Mysterion Rises” featuring a parody of Nike’s “What should I do?” commercial.
Well, Cleveland felt they needed a voice so badly they responded with a video. South Park took a more comedic standpoint and played on the humor of the situation and campaign.
I could go on and on about Nike’s commercials but I’ll wrap it up. I’m not saying these ads are perfect, but we can all learn a lot from the strategies. A good strategy can come from a strong commitment to a value, purpose, or idea. This commitment allows for boundaries to be tested in innovative and daring ways that evoke thought, discussions, and reactions.
- Linleigh Hawk is a senior Business and Enterprise Management major with concentrations in Marketing and International Business, with a minor in Global Trade and Commerce
No comments:
Post a Comment