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Apr 11, 2022
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It's safe to say that every marketer felt a sense of urgency to replicate the benefits the now-famous Nike ad scored for the fitness brand after casting prominent political activist and former NFL quarterback Colin. Kaepernick as the face of their recent campaign. Investment and risk, however? No thanks.Zenith Media's Executive Vice President and Chief Innovation Officer, Tom Goodwin, tweeted: "How many briefs are we going to get this month to be 'much like Nike' but 'without buy email list the same risk', the same budget, brand or story."How many briefs are we going to have this month to be "kinda like Nike" but "without the same risk" or budget or brand or story. As the fervor wanes and Nike's market value rises, it's time for us to dissect exactly what worked well for the bold sportswear brand and figure out how buy email list best to emulate the same kind of winning marketing moment for your own business. Except, sorry about that, but if you're trying to figure out the perfect way to put yourself in Nike's shoes and create an equally newsworthy campaign, you've already taken a wrong turn. You see, the Nike moment wasn't a moment at all. It was a perfect combination of story, relevance, and strategic response to provocation. Nike is known for its defiance, but never just for defiance. In the past, the brand has challenged both buy email list authority and cultural norms on behalf of those who are underrepresented, rejected or otherwise oppressed. In 1984-85, Nike supported a certain rookie's wearing of colorful, expressive shoes against NBA rules, offering to pay the player the $5,000 per game fine. No need to be a sports historian to know that this bet is won: the brand supported a young Michael Jordan.The mid-90s saw Nike enter the female empowerment conversation with "If You Let Me Play." The spot gave young girls the voice they needed to convince coaches, teachers, parents
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