
Nike’s Ad is a Failure, but It’s A Little Genius
Nike — one of the first aspirational lifestyle brands. The “Just Do It” tagline that was introduced in 1988 became a rallying cry at a time when fitness was coming of age in the US. It was a tagline that emphasized courage, perseverance and rugged individualismand fed into America’s image of itself at the time: the leaders, the winners, the fighters.
Fast forward 30 years and the image of both our nation and ourselves as Americans has changed tenfold, and Nike and other brands have struggled to keep up. What does it mean to be a universal and aspirational brand in a world so divided?
This week, Nike has hedged their bets in choosing a side on a controversial issue in a country divided by selecting Colin Kaepernick, at the center of the “Take a Knee” controversy, as the new face of their newest Just Do It campaign. It is a bold move when the status quo for brands in this country is to ride the fence on hot topics. And while I support “Take a Knee” and applaud Nike for their stance in support of Kaepernick, to put my Creative Director hat on, I can’t help but feel the campaign is a disconnect conceptually — and essentially a failure.
“…I can’t help but feel the campaign is a disconnect conceptually — and essentially a failure.”
Let’s talk about what I mean and deconstruct the ad: following case after case of examples of individual achievements, personal bests and overcoming odds, Kaepernick’s face is revealed as the narrator. I’d offer that while Kaepernick has demonstrated unwavering determination and courage in taking a knee, this action isn’t about a personal best, it’s a selfless act to serve the greater good and therefore isn’t in the same category as the other stories in the ad. Nike’s ad isn’t furthering or clarifying Kaepernick’s cause, it’s just adding his face to its tagline. That could be seen as capitalizing on controversy (and getting the Nike brand back in the news.) The campaign ad will not change minds, nor is it asking people to question their belief systems on race and equality. The ultimate take away is very confusing — What is the actual message that we are left with? How are we motivated to “Just Do It” with these disconnected stories and images? Should we strive for individual wins or the greater good? Based on the confusion on the overall messaging, from the standpoint as Creative Director and Brand Strategist I see the campaign as a total failure.
That said, I DO see the campaign as genius in two areas:
1) Support and Gravitas
As a supporter of “Take a Knee”, I understand that having a brand juggernaut like Nike standing behind Kaepernick is gives his grass roots cause a weight, and gravitas in media that it did not have before, and that can be seen as a win in a long battle of creating change. I am personally glad Nike did it, because in my opinion, there has never been a more important time to speak out against injustices of any kind.
“…Nike standing behind Kaepernick is gives his grass roots cause, a weight, and legitimacy…”
2) Brand Mindshare
Nike is making headlines once again in a way we have not seen since Just Do It launched 30 years ago. And while the exact message of the campaign is unclear, the subtext is clear to all… Nike is an authentic, bold brand that will bravely stand behind their values. And authenticity is what today’s consumers value more than anything else.
“…what is the honor in achieving personal bests in a time where so many are being left behind?”
The timing of the launch of Nike’s latest Just Do It campaign comes at a time when I feel brands are working to find their way within a consumer base that is increasingly disillusioned with advertising and government. I might offer that post 9–11, in a Trump era, the image Americans have of ourselves is in flux, and many our revisiting our own values: what is the honor in achieving personal bests in a time where so many are being left behind?
Do Americans still view ourselves as leaders, winners, and fighters? And are Americans trading our rugged individualism and maverick bravado for something greater than ourselves?
What are your thoughts on the impact of this campaign?
