Nike brand story in digital channels
“Just do it”
Nike is a well known brand and its brand story has largely helped to solidify its position.
“Just do it” is arguably the most famous slogan, even if you have never bought an Nike product, but you should have heard of this slogan. This simple slogan allows athletes around the world to stop overthinking and take the first step (Brand Minds.) These three words are an inspiration, an incentive for everyone to stop being afraid to follow their dreams and take the first step with courage. In Nike’s mind, everyone in this world is an athlete and also a dreamer. This is also the core value of Nike.
Female are fearless to all the challenges
This advertisement touched me deeply when the first time I watched it, and it resonated with me. It focuses on female athletes and shows their courageous spirit to chase their dreams, and inspiring generations of people.
As a woman, I can’t deny that there is a physical gap between male and female on the sports field, but female and male have the same right to pursue their dreams, and female also can stand on the sports field and do what they want to do.
There is no doubt that this is Nike’s advertisement for the female market, but undoubtedly, it is very successful. It is very passionate. It shows sweat, hard work and never give up with some touching story clips.
The same dream across the international
Recently, Nike’s spokesperson, Giannis Antetokounmpo went on a visiting tour to China.
From the video we can see that he experienced a lot of Chinese culture, such as dragon boats, writing brush characters and eating Chinese food. Most importantly, he also spent time with many Chinese kids who love basketball, teaching them how to play and hugging them. Most importantly, he also refereed the CBA games and had a deep conversation with the Chinese basketball players.
Giannis spread the love of the game and left inspiration to the next generation in China. This is totally in line with Nike’s idea — enjoying the game and encouraging people to pursue their dreams. Easterners and Westerners may never cross paths in their lives, but because of their same dream — basketball, they met.
For me
Both of these videos are very worth sharing for me. They both have some special points that appeal to me, like the female and Chinese. Nike has been focusing more and more on various target customer markets over the years, which are conveying their brand idea and story, and also allowing consumers to combine such idea with the brand.
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Reference:
Brand Minds. (2021, November 18). Nike: The Story Behind the Brand. Medium.
https://www.instagram.com/reel/CufLl-tOR7I/?igshid=OGIzYTJhMTRmYQ==
