Nike Communications, Inc.’s Post

I'm about to address the Nike Communications, Inc. class of 2024 celebrating its 40th Anniversary! Nike (nothing to do with the sneakers as I've often had to explain) is an agency I credit for boosting my career at a critical moment in my life. I'd moved from London in 2000 having worked predominantly in haircare and cosmetics marketing. President & Founder Nina Kaminer interviewed thanks to a referral from a friend who had worked at the Agency. If you're lucky you have a mentor; I'm blessed to have landed the best. Nina is a communications icon and genius! She founded the Agency at age 24 in 1984 with the singular ambition of representing the best brands in the world, often European luxury brands looking to make a foothold in the U.S. market, (strategically also the year American Express launched the Platinum Card). Her client list included Rolls Royce, Jaguar, Baccarat, Chateau Mouton Rothschild, Krug, Montblanc, Tag Heuer, Christofle and many other iconic brands. Nina taught me about quality results and reaching for the sky. She is a master at creating white space for growth: she sees talent & potential in people and pushes them to achieve it, me included! As a new arrival on American shores, Nina gave me a shot handling luxury lifestyle brands - I launched "Baby Piper" splits of champagne during fashion week, Jean-Paul Gaultier corset-wearing bottles, the release of the 2000 Vintage Chateau Mouton for Baroness Philippine, press for glamorous Rosewood resorts in the Caribbean and feature coverage for Vacheron Constantin watches. I was launched into a glamorous "Sex & the City" luxe lifestyle fueled by fashion, celebrity, & champagne! One of the notable learnings was how to craft a powerful narrative. Campaigns were about creating brand news when there was no newness. We mined brand DNA for cultural relevance, created trends based on current events & entertainment in order to secure major features and product placement in A-List media for clients. We were ambitious, effective pitch machines who moved the needle for our clients in terms of awareness and sales. It was a boot camp -extremely demanding and competitive but was the foundation for the career success I've enjoyed. I have a thousand stories from my TWO stints at the Agency, but what I will never forget is the pride and satisfaction winning a monthly Nike award! Nina's incredibly humble (even shy) and always gave credit where it was due. On a monthly basis best press results (usually multi-page or major brand features in print & TV as digital coverage was not yet highly-rated) were given the "Nike" of the month award. The prize was kudos of presenting your winning coverage at the all-Agency meeting. You told the story of the challenge and triumph of the pitch process. It was an opportunity to gain experience in public speaking and to inspire, & share. A toast to Nina on her incredible legacy on behalf of the multitude of talent she's nurtured and championed over four decades!

THE POWER OF THREE WORDS: NIKE'S ‘Just Do It’ AND BRAND MARKETING INNOVATION: 👍 So, how did a seemingly straightforward phrase become an enduring symbol of Nike’s brand identity? 💪 “Just Do It” has become more than a slogan. It’s a mindset, an attitude, a call to action. It empowers individuals to overcome obstacles and chase their dreams. 😊 Founded in 1964 by Phil Knight and Bill Bowerman, Nike has become a symbol of athletic excellence and a powerhouse in the sports apparel industry. Nike’s success can be attributed in large part to its innovative and influential marketing strategy. 👍 In the world of sports and world of fashion, few names resonate as strongly as Nike. From the iconic swoosh logo adorning the attire of superstar athletes to the cutting-edge innovations that revolutionize athletic performance. 👍 Nike has solidified its position as a dominant force in the sports industry. But behind the swoosh lies a marketing legend that has become synonymous with the brand’s success: the unforgettable slogan, “Just Do It.”. 👍 When you hear those three simple words, what comes to mind? Perhaps it evokes images of determination, grit, and unwavering commitment. Or maybe it reminds you of athletes pushing their limits, defying odds, and achieving greatness. 💪 With a portfolio of top-tier sponsorships, including partnerships with legendary athletes such as Michael Jordan, Serena Williams, and Cristiano Ronaldo, Nike has etched its name into sporting history. 💪 From captivating commercials to groundbreaking product innovations, the brand has consistently pushed boundaries and set new standards in the fiercely competitive sports and fashion market. 💪 Regardless of your interpretation, there’s no denying the power and impact of Nike’s “Just Do It” campaign.

🥹 The Role of Emotion in Branding Emotions drive decisions more than logic. Make your audience feel something - joy, excitement, nostalgia. #Branding #EmotionalMarketing An excellent example of emotional branding is Nike. Nike has effectively created a powerful emotional connection with its audience through its marketing strategies and brand messaging. Key Aspects of Nike's Emotional Branding: 💭 Inspirational Messaging: Nike’s slogan "Just Do It" is one of the most recognized in the world. It encapsulates the spirit of overcoming challenges, pushing boundaries, and striving for excellence. Nike uses storytelling in its advertisements and campaigns to connect with audiences emotionally. For example, its commercials often feature real athletes' stories of perseverance, struggle, and triumph, such as the “Dream Crazy” campaign featuring Colin Kaepernick, which celebrated athletes who challenge the status quo and inspire social change. 💪 Empowerment: Nike’s campaigns frequently focus on themes of empowerment, diversity, and inclusion. By highlighting athletes from various backgrounds, including those who have faced significant adversity, Nike conveys a message of universal potential and resilience. 🏅 Brand Ambassadors: Nike partners with prominent athletes and influencers who embody the brand’s values, such as Michael Jordan, Serena Williams, and LeBron James. These athletes' stories and achievements evoke strong emotional responses and inspire fans worldwide. Nike’s visual branding, including its logo (the “Swoosh”), is simple yet powerful. The visual identity, combined with the brand’s inspirational messaging imagery, creates a strong emotional appeal. Nike’s emotional branding has built a loyal customer base that sees the brand as more than just a manufacturer of athletic apparel and footwear. Customers often feel a personal connection to Nike’s values and mission, which drives brand loyalty and advocacy. This emotional connection helps Nike maintain a competitive edge and a prominent position in the global market. 🚀 I'd love to hear your thoughts! How do you incorporate emotions into your branding strategy? Share your experiences in the comments below. For more insights and personalised advice on building a strong brand, visit JoyBrand.studio or book a call with me directly here: https://buff.ly/3VbuSjN - Let's elevate your brand together! #Branding #ExpertAdvice #JoyBrandStudio

Building and managing strong brands is a critical aspect of business success, and Nike provides an excellent case study on effective brand management. Here are key lessons drawn from Nike's success: 1. Customer Proximity and Learning from Mistakes: Athlete-Centric Approach: Nike's core philosophy is "athlete-driven." By positioning themselves as a brand that inspires athletes, they appeal to a broad demographic, embodying the idea that anyone with a body can be an athlete. 2. Innovation and Relevance: Global Adaptability: Nike recognizes that a one-size-fits-all approach doesn't work, especially on a global scale. The Europe campaign's divergence from the U.S. strategy underscores the need for regional relevance and cultural understanding. Dynamic Adaptation: Nike's commitment to innovation ensures it never stands still. The brand is known for staying ahead of trends, whether in technology, design, or marketing strategies, reinforcing its commitment to staying relevant. 3. Combining Functional and Emotional Positioning: Functional Excellence: Nike's products are not only stylish but also technologically advanced, providing functional benefits that athletes value. Emotional Connection: Beyond functionality, Nike has mastered emotional branding. The "Just Do It" slogan, for instance, is a powerful motivator that transcends the physical benefits of their products, creating a deep emotional connection with consumers. 4. Power of Social Influence: Celebrity Endorsements: Nike has effectively utilized top athletes like Michael Jordan to enhance its brand image. These endorsements not only bring credibility but also create aspirational value for consumers who want to emulate their athletic heroes. Social Responsibility: Nike's engagement in social issues, combined with endorsements from athletes involved in social causes, demonstrates a commitment to social responsibility, aligning the brand with positive values and societal progress. Nike's success highlights the importance of customer focus, innovation, regional adaptability, emotional connection, and social influence in brand building. Staying true to their values while adapting to change has made Nike a global icon. The Nike case study provides valuable insights into building enduring brands. #branding #brandbuilding #branddesign Nike Communications, Inc.

The Branding Battleground: Nike vs. Under Armour - Ever notice how Under Armour and Nike throw different punches in the branding ring? As a budding brand strategist, I dove into their strategies and here's what floored me: Target Tango: Under Armour throws haymakers at young, performance-obsessed athletes, while Nike jabs at a broader audience, including gym rats and fashion fiends. It's a niche brawl versus an all-in brawl. Messaging Mayhem: Imagine Rocky's sweat-drenched training montage versus Queen Bey's fierce music video. Under Armour's ads scream "push your limits" with gritty athlete endorsements like Tom Brady's stoic stare. Nike takes a more emotional route, weaving inspiring stories with diverse ambassadors like Serena Williams' powerful grace. It's raw determination versus aspirational vibes. Design Decisions Decoded: Under Armour's gear is a tech-fueled fortress, built for peak performance with bold details. Nike blends function with fashion, offering sleek cuts and trendy colors. Think battle-ready versus runway-ready. Differentiation Strategies FTW: Picture Under Armour rallying its tribe with edgy athlete endorsements, like Dwayne "The Rock" Johnson's electrifying speeches. Nike, on the other hand, tells captivating stories through collaborations with iconic cultural figures like Virgil Abloh. It's raw community versus global influence. So, who's the champion? There's no knockout here! Under Armour speaks to the warrior within, while Nike inspires everyone to move. This branding battle teaches me the power of knowing your audience and communicating authentically. What about you? Which brand speaks to your soul, and why? Let's trade punches (ideas) in the comments! P.S. This is just the first round! Dive deeper and you'll discover even more strategic jabs and hooks.

MJ is the greatest brand ambassador ever and here is why. I decided to watch "The Last Dance" again because I enjoy re-watching and re-reading content that has deeply impacted me, hoping to find new insights I missed the first time. Michael Jordan has always been one of my childhood heroes. Though my relationship with basketball has been like one with a distant cousin, there has been so much to learn from Michael that I have applied to my way of living and pursuing goals. One of the new insights I gained this time was how he set new standards for brand ambassadorship. I have always been loyal to two brands: Nike and Oakley. Michael has always been the face of Nike for me, no questions there. But yesterday, I realized why I’ve been such a fan of Oakley since childhood. Of course—it’s all those photos and videos of Michael wearing Oakley goggles. What was once an unconscious relationship with the brand now makes much more sense. Over the years, I have worked with multiple brand ambassadors, and I dare say that some have truly become the faces of the brands. They are storytellers who embody the brand’s values and convey these values to their audience through authentic relationships—when done right, of course. To me, Michael is the greatest brand ambassador ever (on top of being the best basketball player ever). He has always been deeply engaged with the brands he represents. I loved the story from the 1992 Barcelona Olympics, where Team USA won the basketball gold medal. The team uniforms were made by Reebok, but Michael refused to wear Reebok during the medal ceremony. After much drama, he covered the logo with a USA flag—that's dedication. A brand ambassador can be your greatest marketing success story if you get these things right: Timing: Nike’s timing was perfect—they spotted a future superstar early in his career. Nike made the deal with Jordan in 1984 for $500,000 per year with a five-year contract. Today, the Air Jordan brand generates over $3 billion per year. Brand alignment: The ambassador should align with your brand's core values and mission. Additionally, consider if your brand’s target audience matches that of your ambassador. Engagement (and reach): More important than the size of the ambassador's audience is how they engage with it. You want the audience to be loyal and engaged. Surprisingly, many brands make mistakes here. Professionalism and credibility: The worst scenario is making an expensive ambassador deal only to find out it is impossible to work with them. They might be unwilling to find time, make compromises, or worse, not show up to agreed events. You need people with a strong work ethic, a collaborative spirit, and long-term potential. Brand exclusivity: Michael is a great example. He didn’t have hundreds of deals, but a few strong ones with which he truly identified. There are other important factors at play, but to me, these five are the most crucial. What about you? Let me know in the comments.

How is social media transforming the relationship between athletes and fashion? Fashion brands are waking up to the commercial value of sports. And although the cross between fashion and sport is not new, it is reaching new heights. For example, Lewis Hamilton rocking a complete look from some renowned fashion brand has become quite the norm! But why has this happened? - Brands now understand the marketing potential of sport, and one of the reasons for this is the record number of spectators at sporting events, in addition to all the engagement that many athletes have on social media. - Social media has allowed athletes to create a closer relationship with fans while making fashion a vital element of an athlete's image and brand. Brands want to associate themselves with sport icons and what they represent: strength, dedication, and a winning mindset. And that's how an opportunity arose for fashion companies also helping them to reach new audiences. Want to know more details about this trend? Click on the link and read the article! >> https://lnkd.in/dasZqwnT

The brands that win are the brands that tell a great story. It's not just about the product; it's about the story behind it. For example, take Nike. They don't just sell sneakers; they sell a lifestyle. They tell stories of athletes who overcome adversity, who push themselves to the limit, who never give up. And people buy into that story because it resonates with them. We all have struggles; we all want to be our best selves. Nike's story inspires us to do just that. So remember, when it comes to branding, it's not just about what you're selling; it's about the story you're telling.

In my integrated brand management class in school this week we covered advertising and the different strategies that companies use. In this article I found about adidas and what kind of strategies they use to help promote or sell their products. Some ways they advertised was globally, emotional, and cross promotion by partnering with other brands to help extend the reach of their own brand. With adidas being such a big company they are able to afford more advertisements to be able to reach the target markets they are trying to focus on. https://lnkd.in/eucwSztx

**Inclusive Marketing and the Nike Olympic Uniform Controversy** ◾ The recent USA Today article about Nike's Olympic uniforms for Team USA has sparked a heated discussion about diversity, inclusion, and representation. Nike, known for its innovative marketing approach, faced backlash over the design of its women's uniforms. Thousands of people, including some athletes, criticized the outfit for being too revealing.  ◾ This backlash highlights why inclusive marketing is critical. It's not just about checking a diversity box but about ensuring that marketing campaigns and products reflect a broader range of perspectives and values. ◾ The controversy points to a bigger issue: Are brands truly listening to their audience, or are they just going along without considering the impact? Were the athletes who are to wear this consulted? ◾ Marketing is most effective when it represents a diverse audience. This situation shows that even the most progressive brands can fall into the trap of not being truly inclusive. Inclusive marketing isn't just about hiring diverse models or featuring different ethnicities; it's about capturing the essence of diversity in every aspect of a campaign. **Lessons for Inclusive Marketing** Here are some takeaways for marketers from this controversy: 1️⃣ **Listen to Feedback**: Nike's experience shows that ignoring consumer feedback can lead to public backlash. Brands need to actively engage with their audiences and incorporate their input into their marketing efforts. FROM THE START at the design of the product not once it is launched. 2️⃣ **Diverse Perspectives**: Having a diverse team and engaging them for their perspectives can help avoid controversies like this. Different backgrounds and experiences lead to better marketing decisions. 3️⃣ **Authenticity Counts**: Consumers can quickly tell when a brand is only paying lip service to inclusion. Authenticity should be at the heart of any inclusive marketing strategy and product development. 4. **Inclusive Design Matters**: As seen with the Nike uniform controversy, design choices should consider the broader implications for the audience and ensure that they align with the brand's values. ❗ As an inclusive marketing agency, we understand the importance of creating campaigns that truly resonate with a wide range of consumers. This controversy serves as a reminder that inclusive marketing isn't just a buzzword—it's a vital component of a successful marketing strategy. ▶ **How does your brand ensure that its marketing campaigns are genuinely inclusive? What steps do you take to engage with a diverse audience?** Share your insights below. Image credits: citiusmag