I was watching the French Open finals this weekend and I was
moved by the level of performance and athleticism shown by Rafael Nadal and
Serena Williams. Rafael and Serena both
overpowered their opponents to win the grand prize. Serena did it in two sets
(6-4, 6-4) and Rafael did in three sets (6-3, 6-2, 6-3). Rafael and Serena are champions, successful
athletes, at the top of their game. They are well known, admired by many and
brand ambassadors for Nike. Over the
years, Nike has done a superb job at associating its brand to successful
athletes like Serena and Rafael. Nike is one of the brands that time and time
again engages me in their brand story.
Athletes and fans alike, Nike inspires the young and old to Just Do It!. So, how are they doing it?
Nike keeps it simple. Inspiration and Innovation for Every Athlete in the
World. There is no fluff in this positioning statement. The characters of its story are made up of
professional athletes, at the top of their game. The setting of the brand story
is ones respective playing field- whether it be a clay court, a baseball field,
a track or life. Nike inspires and motivates millions to be more active and to
achieve their goals. Nike inspires me.
Below are some of the Nike commercials that tell the brand story perfectly.
What brand moves you?
Nike is great at selecting the right athletes to sponsor. Oh wait a minute, shall I say Nike has all the resources to sponsor whoever they would like to because they company has such deep pockets to pay the most popular ones? No matter how you look at Nike, it is certainly the brand that pretty much represents sports and the funny thing is even those non-athletes buy nike apparels and shoes thinking it would make them look like an athlete!
ReplyDeleteThe way Nike utilizes the stories of these athletes is very inpirational. Nike's marketing really makes the viewer feel that they are champians and that they too can just do it. And I must say I totaly agree with your headline - Champions dont make excuses.
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