Tuesday, July 7, 2009

Nike: Love Fifteen

It's not the first time that Nike have been able to push out an ad almost before the final whistle blows, but this time they did it even better then usual. No sooner had Roger Federer taken home his record-breaking 15th Grand Slam win, Nike was on the tv (including BBC immediately after the match!) paying homage to the achievement. In true Nike fashion however, they didn't do it alone. Step forward Tiger Woods, Michael Jordan, John McEnroe, Serena Williams and Pete Sampras.

It takes a big brand to do that and, quite simply, there is no one bigger when it comes to sports. This is an amazing piece of marketing. In the most subtle of ways Nike manage to reinforce their brand, their positioning, and enhance public perception. How?

Well, what does the ad tell us? Nike support winners. Winners support Nike. Winners use Nike. Nike are not bigger then any one person, and are humble enough to congratulate victory. That's powerful stuff. Also consider that they're capable of getting a 30 second ad on BBC - that's even more powerful stuff!

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