A shoe is just a shoe until it has a story to tell!

Listening to stories of ordinary people called to great things fortifies our belief that we can become heroes in our own lives. This profound sentiment from Joseph Campbell beautifully encapsulates Nike's marketing strategy, centered around inspirational storytelling and the allure of triumph over adversity.

A (Not So) Humble Beginning

Nike's iconic slogan, "Just Do It," originated in 1987 when agency founder Dan Wieden drew inspiration from convicted murderer Gary Gilmore's last words: "Let's do it!" Despite its unconventional origin, the tagline's impact was unprecedented.

"Just do it," Air Jordan sneakers, celebrity endorsements, and the iconic swoosh logo instantly emerge when considering Nike's marketing. Yet, is there more to their success than meets the eye? The key to their early fame lies in uncovering what initially propelled them forward—a genuine commitment to delivering real customer value. Their strategy wasn't complicated; it was rooted in providing authentic and meaningful content that resonated with their audience, a true content marketing triumph.

The Beginning of the Beginning!

Bill Bowerman, a track and field coach and co-founder of Nike, began experimenting with his wife's waffle maker in the mid-1970s to create a better tread for running shoes. Despite ruining the waffle maker, he invented a new shoe design, famously known as the "Nike Moon shoe," which marked the beginning of Nike's journey to success.

But there's more to the story than just innovative shoe design and a waffle maker. Bowerman played a significant role in popularizing jogging in America during the late 1960s and 70s. His research and writings about jogging as a fitness routine helped bring it into the public consciousness, contributing to the running boom of the 1970s, which Nike benefitted from.

Whether this success resulted from a strong marketing strategy or just a coincidence is still being determined. Bowerman's work predated the release of the first shoes and even the invention of the waffle tread. While his story might not fit the typical mold of content marketing, it undoubtedly played a crucial role in Nike's rise to prominence.

In essence, Nike's early achievements can be attributed to essential business lessons: prioritizing customer interests, building strategies around felt needs, wholeheartedly embracing the product, and focusing on identifiable benefits.

Underdog Betting on the UnderDog!

In the 1970s, Sylvester Stallone, an unknown actor, defied the odds, writing and starring in "Rocky" despite initial rejection. His determination paid off, earning Oscar nominations and launching his Hollywood career.

In 1980's an underdog brand took a similar leap of faith with an aspiring basketball player named Michael Jordan.

While Jordan, a rookie, dreamt of being signed by ADIDAS, Nike, known mainly for running shoes, saw an opportunity to make its mark in basketball. Despite facing tough competition, Nike went all-in on Jordan, offering a groundbreaking deal worth $2.5 million, three times more than any NBA contract at the time. They even designed a shoe specifically for him and offered a cut from every pair sold. This revolutionary deal changed the game for athletes, opening up new opportunities for endorsement deals.

Although Jordan's famous NBA fine for wearing black and red Air Jordans in 1984 was actually for a different shoe - Nike Air Ship, Nike brilliantly used the incident to create their first Air Jordan commercial with the message: "They can't stop you!"

Fast forward to today, Jordan?brand has grown to a staggering $3.6 billion, captivating sneaker enthusiasts worldwide, forever known as "The SneakerHeads." Michael Jordan's story with Nike not only shaped basketball and sneaker culture but also paved the way for athletes to benefit from groundbreaking endorsement deals.

Uplifting Narratives: Stories that Inspire

Nike's storytelling sets the bar high, subtly promoting the emotional benefits of its products. Storytelling is fundamental to how we consume information, and Nike excels at grabbing and holding our attention. Their storytelling thrives on core values, a consistent theme, and a powerful storytelling framework.

Breaking Barriers: Nike's Empowering Campaign with HIV-Positive Runner Ric Munoz (February 1995) - Nike's "Just Do It" campaign made history by featuring Ric Munoz, a long-distance runner who is HIV-positive. The ad highlighted his remarkable accomplishments of running 128 kilometers per week and participating in 10 marathons each year. The ad revealed his HIV status only at the end, making for a particularly impactful message.

If you let me play! (August 1995) - Nike released a new "Just Do It" ad that specifically targeted women and girls. The ad, created by women themselves, aimed to empower females through sports. In the 30-second clip titled "If You Let Me Play Sports," young girls shared how participating in sports could have positive impacts on their lives. The ad included statistics that supported these claims, such as improved health, decreased risk of depression, lower chances of unplanned pregnancy, and a higher likelihood of leaving an abusive partner.

While the ad sparked debate, with some critics arguing that the message was too simplistic, advocates like Karen Johnson from the National Organization for Women highlighted the importance of building self-esteem for girls' overall health. Nike's powerful message resonated with many, inspiring a new generation of women and girls to take control of their lives through athletic pursuits.

Equality (February 2017) - Nike's powerful ad, "Equality," showcased black sports icons like LeBron James, Serena Williams, Gabby Douglas, and Kevin Durant. Debuted during the 2017 Grammy Awards, the ad featured Michael B. Jordan highlighting the parallel between equality in sports and the broader world.

"The ball should bounce the same for everyone," he proclaimed. "If we can be equals here, we can be equals everywhere."

Inspiring action, Nike pledged a $5 million donation to U.S. organizations striving to advance equality. This impactful campaign sent a clear message of unity and empowerment, leaving a lasting impact on society.

What will they say about you! (March 2017) - Nike's powerful advertisement, titled "What Will They Say About You?", showcased the inspiring stories of five Middle Eastern women who dared to challenge societal norms and excel in sports, while wearing hijabs. While running, skateboarding and boxing, they faced disapproval from onlookers. In Arabic, a female voice can be heard asking, "What will they think?"?

The voice wondered if people would view the women as not belonging, unladylike, or incapable of handling sports. However, the ad also conveyed a message of strength, resilience, and effortless grace. The ad ended with a glimpse of hope for the future, focusing on a young girl starting out on her figure skates.

The campaign preceded the launch of Nike's hijab line and had a significant impact in Russia, Turkey, and the Middle East. It showcased the unyielding spirit of these women, who broke barriers and inspired a new generation to defy stereotypes and embrace their strength.

Colin Kaepernick: The Courageous Voice Behind Nike's Inspiring Campaign

In the face of adversity, Colin Kaepernick fearlessly harnessed his platform to shed light on social injustices in 2016, despite accusations of disrespect towards the American flag.

Nike's impactful ad embraced his unwavering belief, urging everyone to stay resolute in the face of criticism: "If people say your dreams are crazy, if they laugh at what you think you can do, good. Stay that way!"

The visuals of Kaepernick gazing at a projected American flag echoed the powerful voiceover, "Believe in something. Even if it means sacrificing everything." The ad sparked a maelstrom of reactions, from burning Nike products to impassioned debates.

Amidst the tumult, Nike's vice-president, Gino Fisanotti, saw Kaepernick as an inspirational force, using sports to propel progress. The ad stood tall as a testament to conviction, inspiring a new generation of athletes to 'Just Do It,' undeterred by challenges.

Kaepernick's story and Nike's unwavering support transcended sports, inspiring global change agents to embrace their dreams and create a better world."

Sole of Inspiration: Nike's Symbolic Presence in the Heartwarming World of Ted Lasso

The AppleTV+ show "Ted Lasso" is a captivating journey with a unique script and stellar cast. Jason Sudeikis shines as the genuine and kind-hearted Ted, coaching a struggling English Premier League soccer team.

Though he knows American football, not soccer, Ted's eagerness to learn wins over players and fans. He faces personal challenges and team dynamics alongside Coach Beard and kit man Nate the Great.

One fascinating detail I noticed is that Ted exclusively wears Nike shoes throughout the series. Interestingly, Jason Sudeikis, a sneaker enthusiast with 250 pairs, embodies this character trait, making Nike's presence symbolic to his role.??It is important to note that Nike's presence on the show was not sponsored until the final season. So, wearing Nike was either a personal choice or a symbolic decision reflecting the character's values.

The symbolic presence of Nike in the heartwarming world of Ted Lasso, where determination and kindness prevail, resonates deeply. Through Jason Sudeikis' character, Ted, and his exclusive Nike shoe choice, the brand becomes a testament to the enduring power of storytelling and the inspiration it can offer.

In the end, Nike's journey is a testament to the transformative potential of storytelling and the profound impact it can have on individuals and society at large. As we witness the heartwarming world of Ted Lasso, we are reminded that a shoe is not just a shoe; it becomes a symbol of inspiration, embodying the spirit of triumph over adversity and the strength to embrace one's authentic self. Just like the characters in the story, let us be inspired to "Just Do It" and pave our paths to greatness.