The Hero Archetype And The Brand: Why Nike Is A Titan

In every person and brand lies a hero.

Within us all is the need to push boundaries and break barriers. This archetype lies nestled within us, and is activated in various circumstances. The Hero within us represents our need to effect positive change; it represents our need to create a long-lasting impact on all that we survey. Many brands have tapped into this need to position themselves, but very few do it as better as Nike.

Nike is arguably the best example of a brand that exemplifies this perfectly, and its pedigree speaks for itself.

How So?

Everything about the Nike brand speaks to victory and conquest. From its name being derived from the Greek goddess of victory, to its use of iconic athletes throughout the decades, the Nike brand oozes of everything we picture a hero to be. Indeed, very few marketing taglines prove this more than the immortal three-word phrase: Just Do It.

We typically do not associate marketing taglines with dark origins, yet "Just Do It" has one of the most bizarre inspirations. ?Crafted by copywriting titan Dan Wieden in 1987, it derived inspiration from the last words of convicted killer Gary Gilmore. Facing the death penalty and the horror of his mortality, his last words were reportedly "Let's Do It".

Granted, most wouldn't have thought of this statement as a compelling big idea to boost sales, but sometimes all you need is a leap of faith. Against all odds and norms, Wieden made "Just Do It" the tagline for the young sportswear brand. Buried beneath this simple phrase was an engaging call to action. It was a statement telling the customer to be the best versions of themselves, not to limit themselves. Whatever dream or aspiration you had, you could attain it.

All you needed was to just do it.

It only made sense that the debut ad for such a fresh campaign would be a genius one. This ad featured Walt Stack, an eighty-year old running 17 miles every morning. As the camera centres on Walt subjecting his body to an intense workout, the narrator utters, “Walt Stack ran every day. Rain or shine. Wind or hail. He just did it.”

Nike’s strategy, to put it mildly, has been successful. From this tagline has spawned unbelievable revenue and a ridiculous increase in brand awareness. Simply put, Nike is the king of the sportswear category. "Just Do It" is a staple of popular culture, and it has been the driving force behind Nike's other campaigns. The brand has transcended the sportswear industry, and has become a symbol of overcoming hurdles and obstacles. Nike has spent millions of dollars on marketing, yet all its campaigns are like tributaries that trace their origin to a three-word source. Out of “Just Do It” has spawned other compelling campaigns like female-centred If You Let Me Play ad, and an increase in North American sales from US$877 million to $9 billion in 10 years.

Why are these 3 words so powerful? Well, because they capture the brand's personality perfectly.

?The Brand Archetype

The Hero Archetype is about empowering yourself to be the best version you can think of. It is about braving all odds and conquering the world. It's about the psychological need to feel we're making perfect positive impact, and Nike shows immense skill in tapping into this need. The average person watches their favorite athletes on TV and wants to be like them. They strive to dominate in like fashion, regardless of any impediments. Nike knows how to tap into this desire and make the otherwise ordinary consumers feel superhuman. The brand messaging is all about empowerment; it is about narratives that fill the customer with power to conquer their world.

It is why Nike's cultural relevance shows no sign of waning.

It also shows in its mission statement: “To bring inspiration and innovation to every athlete in the world.? If you have a body, you are an athlete” ?

Research has shown that brands that align with the Hero Archetype see a 21% higher brand loyalty. This is not surprising at all, and it is seen on how Nike has doubled down to further segment its customers. Out of the Hero Archetype, Nike has created and segmented other marketing personas such as the Trendsetter, the Sneakerhead, and the Everyday Athlete. Such attention to market segmentation has continued Nike’s dominance in its industry, and it reflects a universal principle:

Everyone wants to be a hero.

Everyone wants to be a hero, and Nike has leveraged the power of athlete endorsements with precision. Think of the iconic Air Jordan sneakers and its relevance in pop culture, or the infamous Colin Kaepernick ad, and you’d see a brand not afraid to project what it means to be heroic. A brand not afraid of being involved in progressive social topics, Nike has never been scared of joining social conversations. Whether or it has faced political backlash is beside the point; at the core of Nike’s messaging is the need to push boundaries and make the ordinary feel superhuman.

And that, is what the Hero archetype in branding is all about.

It is about empowerment.