What Nike's new campaign teaches us about branding and emotion

Have you seen Nike's latest "Winning isn't for everyone" campaign? You know, the one that dropped sometime before the Olympics and ruffled a few feathers because it said that athletes are basically ass*oles?

Well, it's back now for stage 2 with some new ads focused on running (it's marathon season, baby!), so I thought this might be a good opportunity to give it some space here and discuss it as a lesson in branding.

Especially because it sure as heck delivers at what I like best, which is making the audience feel something.

Only this time, the feelings are a little more… complex, I guess?

But hear me out - that's not actually a bad thing for their brand. So stay with me as I explain why.

First of all, you have to understand why Nike actually needed to do something bold and loud - and whatever you think of this campaign, it's definitely both those things.

You see, in the last few years Nike kind of missed out on the amateur running boom, while still focusing on elite athletes and pushing out limited editions.

So, what happens when you lose touch with your key audience? Well, in Nike's case, it meant this:

• their stocks price is down 30% (!) year to year
• their sales are flat (some segments even at loss), and sales predictions for this year are nowhere close to what actually is happening
• Plenty of other brands like Hoka, New Balance, and ASICS were more than happy to take their place in the runners' community.

So yeah, this is why they needed a reset in marketing strategy. And the Olympics were chosen as the perfect opportunity for the new campaign to land and make some noise.

So what was everyone's issue with the campaign when the first "Am I a bad person" ad went live?

Well, because of the timing and sort of a long tradition that Olympics-theme ads are usually all about celebrating sportsmanship, teamwork and positive feelings all around. Just look at Coke's ad:

Well, this ad, my friends, it not like that at all ??

Now, I've read some comments on YouTube and Reddit that said that this ad sounds like every villain's origin story.

Or that it's something Patrick Bateman would say (the American Psycho guy). Or that it's the Green Goblin narrating, not Dafoe. Those were just a couple of my favorites ??

But truth be told, I think it took some serious b*lls to make an ad that isn't afraid to talk about negative feelings.

It is not something most B2B companies would try, for sure ?? But it was seen, it was heard, and it stood out. And that's what Nike needed at this point.

Now, I might be a little biased because my favorite Olympics ad is about pain and physical injuries (and IMHO one of the best B2B ads of 2024!):

The messages are pretty consistent with what Nike has been saying in the past.

Did you know that during the 1996 Olympics, they had an advertising campaign with statements like "You don't win silver, you lose gold" or "If you're not here to win, you're a tourist"? Well, now you do.

Plus let's not forget what the original Nike was the goddess of - well, it's not playing nice or teamwork, it's winning. So yeah, it's all pretty much on brand.

Ok, but what about their original issue, losing touch with runners, losing market share to other brands and all that? Well, this is where it gets interesting.

A couple of days ago, Nike unveiled some new ads focused solely on running to sync with the marathon season.

And yet again, they're showing some harsh realities.

Like, that sometimes you run in pouring rain with your shoes full of mud. Sometimes, you're so exhausted that you puke or you can't make it up the stairs. And sometimes it sucks to leave the house at 5:30 A.M. for a morning run when you can just be in bed.

This is pretty much what the new ads are all about. And from what I've seen online, the reactions are overwhelmingly positive.

Maybe because it’s a more relatable, realistic portrayal of the grueling process behind every victory, however big or small (like getting up or going out in bad weather).

Or maybe it just landed with the right audience ??

So, I think about the whole thing is that it's all part of a well-thought-out and much-needed rebound strategy for Nike's brand.

What they did with their first ad during the Olympics put them back in the spotlight and had people talking about them again. But with the following ads, they can reach specific groups—like runners—showing them that they actually understand them.

That's good marketing, folks.

Finally, here are some final takeaways for all you fellow marketers out there:

1. Embrace complexity: Nike’s first ad took a risk by showing the uncomfortable truth behind winning. Not every story has to be positive to resonate, and sometimes, it's good to show the full picture.
2. Tell a human story: The second part of the campaign especially connects deeply by focusing on the struggles we can all relate to. So, don't be afraid to connect with your audience’s most human experiences.
3. Take risks for authenticity: The controversy of “Am I a bad person?” sparked discussion, but Nike stayed true to the athletes’ real emotions. Sometimes, it's good to take risks to tell a more authentic story.

Thanks for reading. Any comments are welcome :)