I was shocked during this amazing Olympics with the “Winning Isn’t For Everyone” Nike advertising. As a brand builder, this campaign feels off strategy to me for the Nike brand and so disheartening.
According to their website, their purpose is one of inclusion and lifting up athletes of all levels.
MOVING FORWARD TOGETHER
“Our purpose is to move the world forward through the power of sport. Worldwide, we’re leveling the playing field, doing our part to protect our collective playground and expanding access to sport for everyone”
Yet, this campaign silos off only the winning athletes, the few, most accomplished, at given moment. It is small. It is arrogant. It doesn’t celebrate the athlete’s journey that all athletes of all capabilities can choose to travel.
As a marketer, I felt sad that Nike has lost their way. It made me curious. How has the stock price performed over the years and what was the campaign that helped spur that growth? In 2012, right before explosive stock growth, they told us all to “Find Your Greatness”. I remember that campaign like it was yesterday. Incidentally, I wore Nikes during the 20teens. In 2020, they told us to “Dream Crazier” and “You Can’t Stop Us” inspiring us to dream big and keep striving despite a global pandemic. Positive messaging in what was an uncertain time. Again, their stock price soared.
That brings us to today. The world is in turmoil and people are short-fused and so often we approach things as if it is a zero sum game. Instead of being a beacon of possibility, opportunity and hope for athletes of all levels, Nike tells us “Winning Isn’t For Everyone”, “you don’t win Silver, you lose Gold”. This is yet another symptom that something is off at Nike and their stock price shows it too. Incidentally, our athletes have shown a very different world. Winning is not everything. Competing is. The cheers for their competitors, the mutual respect, the hugs, the support, the hand up and the bows down. Now that is winning that we can all be a part of. Sportsmanship at its best.
Branding is difficult. It’s important to keep your purpose and promise in front of you as you make the little and big decisions of a brand. It is important to keep it fresh and to consistently communicate it to your potential customers. It takes discipline. It takes grit. It takes effort to build a brand that has meaning that lives over time and drives growth. Nike, wake up. You can do better. Just Do It!
Cindy
