Everyone knows the Nike brand, and almost everyone you know probably has at least one item from the brand. In fact, it is one of the most influential brands of the modern century and had over $51 Billion in revenues in 2023 (Macrotrends, 2023). And, of course, Nike’s biggest location for sales is right in our backyard, with North America making up 36% of all revenues (Johnston, 2022). Of all sales, footwear comprises the majority at 66%, and then apparel at 30% (Johnston, 2022).
However, Nike is known for more than just what it sells; it is also known for its diverse and inclusive advertising campaigns. Their advertising campaigns are part of the reason the brand has become so popular over the years. Some early campaigns changed the game and drove consumers to the brand (Kundu, 2023). For instance, Nike’s most famous advertising is their “Just Do It” campaign (Kundu, 2023).
The “Just Do It” campaign utilized a mix of their biggest athletic representatives at the time and regular people, Michael Jackson and Bo Jackson, and showcased how their brand helps people push themselves to greatness (Kundu, 2023). The first “Just Do It” ad didn’t include an athlete but an elderly man named Walt Stack, who uses Nike shoes and runs 17 miles every morning (YouTube, 2018).
As the “Just Do It” ads have continued over the years, the diversity of people they show has grown with it. From Serena Williams to Kobe to even Spike Lee and everyone in between, “Just Do It” has inspired people from all backgrounds to accomplish this goal (Millchannel, 2023).
Most recently, Nike’s “Someday We Won’t Need This Day” campaign highlights what being a female athlete is like. They utilize a diverse set of women who all hope that one day, female athletes will get the support they deserve (Refuel Agency). It was a successful ad that resonated with many women and also showcased the brand’s commitment to supporting all customers’ dreams (Refuel Agency).
Nike has also never shied away from controversy in their advertising. More recently, Nike did not cut their contract with him after their affiliate Colin Kaepernick was ousted from the NFL for kneeling during the national anthem (Reed, 2019). Instead, the company gave Kaepernick an advertising campaign called ‘Dream Crazy’ and supported him in making a statement about social issues facing young black men in sports (Reed, 2019).
It was a powerful statement from the brand, garnering support from about 49% of those between 18 and 34 (Urvater & Vandegrift, 2021). Nike’s biggest goal with this support was to target Millennials and Gen Z, who generally believed that brands should make political statements (Urvater & Vandegrift, 2021). The brand hopes that by showing loyalty to its athletes, consumers will see Nike as a trustworthy and reliable company willing to go the extra mile (Urvater & Vandegrift, 2021).
Nike’s enduring success as one of the most powerful brands of the modern era stems from its impressive sales figures and product offerings and its groundbreaking and inclusive advertising campaigns. From the iconic “Just Do It” campaign to the more recent “Someday We Won’t Need This Day,” Nike has consistently showcased diversity and supported social causes, solidifying its position as a brand that resonates with consumers across generations.
Works Cited:
Johnson, M. (2022, December 14). How Nikes Makes Money. Investopedia. https://www.investopedia.com/articles/markets/080415/how-nike-nke-makes-its-money.asp#:~:text=Nike%20Segment%20Breakdown%3A%20Revenue%3A%20North,Asia%20Pacific%20%26%20Latin%20America%2C%2015
Kundu, B. (2023), 5 Nike Marketing Campaigns that Changed the Game. LinkedIn. https://www.linkedin.com/pulse/5-nike-marketing-campaigns-changed-game-banhisha-kundu/
Macrotrends (2023). Nike Revenues 2010-2023 | NKE. Macrotrends. https://www.macrotrends.net/stocks/charts/NKE/nike/revenue#:~:text=NIKE%20revenue%20for%20the%20twelve,a%2019.08%25%20increase%20from%202020.
Millchannel (2023). Nike 50th Anniversary ‘Seen It All’ | The Mill | VFX. Youtube. https://www.youtube.com/watch?v=66bX6M9vS_s
Reed, B. (2019, September 16). Nike’s ‘Dream Crazy’ Advert Staring Colin Kaepernick Wins Emmy. The Guardian. https://www.theguardian.com/sport/2019/sep/16/nikes-dream-crazy-advert-starring-colin-kaepernick-wins-emmy
Refuel Agency (n.d.) 8 Examples of Brands Who Got Multicultural Marketing Right. Refuel Agency. https://www.refuelagency.com/blog/multicultural/examples-of-brands-who-got-multicultural-marketing-right/
Youtube (2022). Nike – Just Do It (1988) – Very First Commercial. TV Commercials. https://www.youtube.com/watch?v=0yO7xLAGugQ
Urvater, B. & Vandegrift, C. (2021, September 28th). Case Study: Nike & Colin Kaepernick “Just Do It” Campaign. Penn State. https://sites.psu.edu/burv/case-study-nike-colin-kaepernick-just-do-it-campaign/#:~:text=Cindy%20Boren%20from%20the%20Washington,with%20those%2018%20to%2034