Objectives

• Revitalize the Brand: Nike aimed to breathe new life into the ‘Just Do It’ campaign, making it relevant to a new generation of consumers.
• Align with Social Justice: By featuring Colin Kaepernick, Nike intended to align the brand with social justice causes, appealing to socially conscious consumers.
• Drive Brand Loyalty: Nike wanted to deepen its connection with its core audience by resonating with their values and beliefs.
• Increase Sales and Market Share: Ultimately, the campaign sought to boost sales and solidify Nike’s position as a leading sportswear brand.

Strategy

1. Bold Storytelling

   • Featuring Colin Kaepernick: Nike’s decision to feature Kaepernick, who had become a polarizing figure in the United States, was a bold statement. The ad, with the tagline “Believe in something. Even if it means sacrificing everything,” directly addressed Kaepernick’s stance on social justice, positioning Nike as a brand that supports those who challenge the status quo.
   • Emotional Appeal: The ad focused on perseverance, dreams, and the courage to stand up for what you believe in, themes that resonate deeply with Nike’s core message of athleticism and determination.

2. Integrated Marketing Campaign

   • Television and Digital Ads: The campaign included a powerful commercial that aired on television and across digital platforms, quickly going viral. The ad featured a diverse group of athletes, from professional sports stars to everyday individuals, reinforcing the message that greatness is within everyone’s reach.
   • Social Media Amplification: Nike leveraged its vast social media presence to amplify the campaign. The hashtag #JustDoIt trended globally, with millions of users engaging with the content and sharing their own stories of overcoming challenges.
   • Influencer and Athlete Endorsements: Nike enlisted the support of influential athletes and celebrities who echoed the campaign’s message on their platforms, further extending its reach and impact.

3. Controversy as a Catalyst

   • Embracing the Backlash: Nike anticipated the backlash from those who opposed Kaepernick’s protest. However, the brand stood firm in its decision, understanding that the controversy would generate significant attention and discussion, ultimately benefiting the brand by aligning it with a cause that mattered to its target audience.
   • Targeting a Younger, Diverse Audience: The campaign specifically resonated with younger, more diverse consumers who value brands that take a stand on social issues. This demographic is increasingly important as it represents the future of the market.

Results

• Spike in Online Sales: Despite the initial backlash, Nike saw a 31% increase in online sales in the days following the launch of the campaign. This surge in sales demonstrated that Nike’s core consumers appreciated the brand’s bold stance.
• Increased Brand Loyalty: The campaign deepened Nike’s connection with its audience, particularly among younger consumers who value social justice. Nike’s stock reached an all-time high shortly after the campaign, reflecting investor confidence in the brand’s strategy.
• Global Recognition: The campaign received widespread media coverage and sparked conversations around the world. It became a symbol of corporate social responsibility and the power of brands to influence social change.
• Awards and Accolades: Nike’s ‘Just Do It’ campaign was recognized with numerous awards, including a Grand Prix at the Cannes Lions International Festival of Creativity, underscoring its impact and effectiveness.

Key Takeaways

• Boldness Pays Off: Nike’s decision to align with a controversial figure and take a stand on social issues was a risk that ultimately paid off. It demonstrated that consumers, particularly younger ones, are drawn to brands that reflect their values.
• Emotional Storytelling: The campaign’s success was largely due to its powerful, emotionally charged messaging. By focusing on themes of perseverance, courage, and justice, Nike was able to connect with its audience on a deeper level.
• Strategic Use of Controversy: While controversy can be risky, Nike’s strategic use of it in this campaign generated significant attention and strengthened the brand’s position as a leader in both the sportswear industry and social advocacy.

Nike’s ‘Just Do It’ campaign, particularly its 2018 iteration featuring Colin Kaepernick, is a masterclass in bold, socially conscious marketing. It not only revitalized a decades-old slogan but also reinforced Nike’s brand identity as one that champions bravery, authenticity, and the courage to challenge the status quo.