Step onto the pitch, court, track, or even the street and you'll likely see the Nike swoosh. The sportswear giant celebrates its 60th anniversary this week, establishing itself as one of the world's most widespread and valuable brands.
Nike clothing is still primarily created to improve sports performance. In 2024, the Swoosh will be worn by some of the world's top athletes and teams. But now Nike is not only functional but also fashionable. In fact, no other company is more attuned to athleisure trends.
Nike makes cool and innovative products. However, the company's global success and status primarily rests on its multi-layered marketing strategy, from which all companies can learn.
An iconic yet simple logo
Manfred Abrahams, CEO of brand agency Yonder Consulting, said the Swoosh is one of Nike's “most valuable assets.”
It was created in 1971 by Carolyn Davidson, a graphic design student at Portland State University. At the time, Nike co-founder Phil Knight was teaching accounting at the same university. The single-motion angled tick was the centerpiece of Nike's rebranding from the previous Blue His Ribbon Sport, which had traded under that name for seven years.
According to Abrahams, the Swoosh is “simple yet sophisticated.” The advantage of a small, unobtrusive logo is that “you can place it in a variety of locations,” he says. It doesn't take much time to duplicate, so it's guaranteed to be seen by more people. You don't need that much surface area. Especially in the digital age, more complex logos often need to be updated or adapted. ”
Abrahams said Nike's use of the same logo since 1971 has been a huge advantage “in building brand awareness over time.”
Logos are also successful because they can be associated with the products a company sells or the message the company is trying to convey, he added. “Looking at the scale reminds me of success and accomplishment,” Abrahams says. “Nike is all about performance. You can connect that with sports and apply it to the rest of your life.”
A slogan aimed at consumers, not companies
Nike's famous slogan “Just Do It” was born in 1988 from an advertising meeting with advertising agency Wieden+Kennedy. According to the agency's co-founder Dan Wieden, it was inspired by the last words of death row inmates.
Of course, Nike has a completely different interpretation of this term. Daisy Proctor, managing director of marketing firm BBD Perfect Storm, says the slogan is effective because Nike chooses to speak directly to consumers rather than say something about the company.
Nike's marketing is “consumer-centric,” she explains. “At Nike, we believe that anyone can be an athlete. This slogan encourages people to go out and take action. It doesn't mean you have to be a professional. is saying that you shouldn't let anything stop you. ”
She also says the slogan is easy to remember. Proctor explains that the brands that achieve the strongest relationships with consumers are “the ones that are embedded in people's daily lives.” If people remember this slogan, “Just Do it''… if they can quote it to themselves and remember it as an inspiration, they will always associate Nike with hard work and success. ”
celebrity endorsement
Nike has brokered sponsorship deals with numerous athletes over the years. Athletes are carefully selected based not only on their athletic ability, but also on whether they have an interesting story to tell and whether they align with Nike's brand values.
Michael Jordan is a prime example. The basketball star had an entire line of shoes and clothing built around him, Air His Jordans. Even after Air Jordan retired from the court he continues to be one of Nike's best sellers in his line.
Nike once again took a consumer-centric approach when promoting its Air Jordan sneakers. A 1991 “It's gotta be the Shoes” commercial suggested that wearing Jordan's line could help you play better basketball.
But Proctor points out that Jordan wasn't a global star when he signed with Nike. For her, the lesson is that CMOs should “think about the possibilities.” Risks must be calculated, but some risk must be taken. ”
Local adaptation based on different audiences
Although Nike is a global brand, it remains sensitive to regional nuances. For example, the company launched his India-specific campaign 'Make Every Yard Count' in 2014, which collected footage of 1,400 amateur cricket players.
In Europe, Nike may have used soccer, but in India they focused on a sport more popular in Southeast Asia. But the slogan “Just Do It” was still used in advertising to convey a feeling of innate potential to 1.4 billion aspiring people.
Abrahams said Nike is very good at balancing both elite and civilian identities. Nike adjusts its marketing strategy when targeting new markets and different consumer bases, sometimes with different budgets. “The story and the message are the same. That's the result, that's the performance,” he says. But for Abraham, it's important to make sure the campaign is relevant and relatable to the audience it will be shown to.
Don't be afraid to take a stand on social causes
Proctor says companies that take a “brand-neutral” stance are at risk when it comes to political and cultural discussions. Consumers are becoming increasingly conscious of where and how they spend their money, raising expectations about brands' environmental and social impact.
Proctor said Nike made the right decision to take a firm stand in support of the Black Lives Matter movement. He put Nike on the billboard as an unabashed champion of diversity and inclusion. He was unafraid to alienate potentially racist consumers, thereby giving the impression that purpose was as important as profit.
“Consumers are looking for meaningful brands,” Proctor explains. “It's important that there is some credibility to what is said and that companies speak honestly. Nike, for example, [the] kneel down [gesture]. Nike didn't just tweet. It became a central part of the advertising campaign. It was a risk, but it paid off. ”
Abrahams says Nike's commitment to social causes and community projects is why it probably enjoys a more favorable cultural perception than other multibillion-dollar brands. “He has one central philosophy that underpins all of his strategies, including marketing,” he says. “This company is very clear about what that means. It doesn't matter what your background is, you have to be able to perform as a human being.”
marketing master class
Ultimately, Nike is great at marketing, says Proctor, “because we're great at storytelling.” For the past 60 years, its campaigns have featured stories of humanity achieving amazing things.
So CMOs in every industry should watch and learn from Nike. Brands can make consumers feel that they truly believe in what they do and say, and they can also make consumers feel that purchasing a particular product or service will positively improve their lives. If you can make people feel that way, your brand is more likely to be successful.
But it also helps if your product or service looks cool, as Nike has demonstrated.