The Nike story is impressive. After stumbling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the 90s as any company can. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, Just Do It slogan. What’s more, Nike managed the deftest of marketing tricks: to be both anti-establishment and mass market.
From the beginning, Just Do It was brought to life by celebrity sports figures such as Michael Jordon. If Jordan can play an entire NBA season in a pair of Nikes, weekend warriors can also trust the shoes’. Celebrity endorsements appealed to the consumers’ sense of belonging and “coolness” as Nike became a self-fulfilling image prophecy: if you want to be hip, you are probably wearing Nike. The company turned sweaty, pain-ridden, time-consuming exercise into something and exciting. Most importantly, even those who were not in fact exercising the vast majority still wanted to own them.
Today, no one sets the bar for sports clothes commercials higher than Nike. During the last 10 years or so their creative work has not only turned up the heat, but blown much of the competition out of the water. And their TV ads for their football boots are perfect examples of a brand pushing the boundaries with moments of absolutely mesmerising television.
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