Nike Marketing Campaigns

Nike has had some very forgettable marketing campaigns. In a year or two, who will remember the “Free” campaign in which Nike urges athletes to train like they were wearing no shoes? Or the “Second Coming: Our Game. Our Time.” campaign that celebrates the 25th anniversary of Nike Air Force 1? Though they might be successful, they won’t last in the public imagination in the way that some of Nike’s most beloved branding accomplishments have.

But unlike these comparative flops, I think it’s fair to say that Nike, more than any other brand, has created marketing campaigns that have emblazoned themselves into our memories, and have changed the way we look at sports and maybe even ourselves.

Too corny? I challenge anyone to find marketing efforts from any industry that have made as much of an impression as the JUST DO IT and LIVESTRONG campaigns.

The slogan “Just Do It” combines grit and determination with a touch of humor. It’s a rallying cry to get off the couch. It’s self-empowering. And, according to the book, Nike Culture: The Sign of the Swoosh, the slogan shows that no matter who you are, no matter what your physical, economic or social limitations, “transcendence is not just possible: it’s waiting to be called forth.”

Lance Armstrong’s “Livestrong” movement, run in association with Nike, is similarly empowering. For a dollar, people wanting to support the fight against cancer could purchase a yellow “baller band.” By 2005, a year after the loopy wristbands were released, they had sold 42 million, making it one of the most successful cause-related marketing campaigns ever. According to the book, Why We Talk: The Truth Behind Word-of-Mouth, Nike succeeded with this campaign by focusing on customers’ higher-level needs. The “Livestrong” bracelet helped a tribe of loyalists identify themselves and with each other.

These are just two out of many Nike marketing endeavors. Below I’ve assembled a partial list of the others (most done by the Weiden + Kennedy ad agency) along with the year the campaign began.

Air Jordan – 1985
Revolution – 1987
Just Do It – 1988
Bo Knows –1989
Instant Karma – 1992
I Am Not a Role Model – 1993
Let Me Play – 1995
Whatever – 2000
Secret Tournament – 2002
Livestrong – 2004
Free – 2005
Joga Bonito ("play beautiful") – 2006
Second Coming: Our Game. Our Time. – 2007
Quick is Deadly – 2007
Become Legendary – 2008