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Nike’s 30th Anniversary Branding Efforts #Justdoit!

Nike’s 30th Anniversary Campaign has caused shock waves throughout the Twittersphere, headlines, and cash registers. Nike was met with both blow back and support for naming Colin Kaepernick the face of their 30th Anniversary “Just Do It” campaign. People are reacting emotionally to what Colin did; but this campaign is not about that… Embracing more than any one single act, Nike is using this opportunity to stand with and support their iconic athletes who truly communicate what their brand is all about.

Nike is strength, power and endurance. And they’re willing to be a little provocative and risky in communicating their message. This time, their Marquee Athletes and what they stand for have perfectly aligned, and Nike is bold enough to market it. Kaepernick’s courage to “Believe in something, even if it means sacrificing everything” embodies their iconic message. He just did it… Another major Nike athlete, Serena Williams stepped onto the court in her empowering shero costume because it made her feel like a superhero, and then dedicated the outfit to new mothers, the real sheros. Nike showed their support and belief in Serena with the “you can take the superhero out of her costume, but you can never take away her superpower.” This couldn’t come at a better time as she is in finals of the US OPEN. Serena is just doing it! Though the actions of these athletes are different, one common thread is that they are rebellious, determined, courageous, memorable, and disruptive. Twenty years from now you will remember Kaepernick and Serena, and everyone will remember Nike’s purpose-driven campaign that marked 30 years for JUST DO IT!

 

 

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