Nike Communications, Inc.’s Post

I'm about to address the Nike Communications, Inc. class of 2024 celebrating its 40th Anniversary! Nike (nothing to do with the sneakers as I've often had to explain) is an agency I credit for boosting my career at a critical moment in my life. I'd moved from London in 2000 having worked predominantly in haircare and cosmetics marketing. President & Founder Nina Kaminer interviewed thanks to a referral from a friend who had worked at the Agency. If you're lucky you have a mentor; I'm blessed to have landed the best. Nina is a communications icon and genius! She founded the Agency at age 24 in 1984 with the singular ambition of representing the best brands in the world, often European luxury brands looking to make a foothold in the U.S. market, (strategically also the year American Express launched the Platinum Card). Her client list included Rolls Royce, Jaguar, Baccarat, Chateau Mouton Rothschild, Krug, Montblanc, Tag Heuer, Christofle and many other iconic brands. Nina taught me about quality results and reaching for the sky. She is a master at creating white space for growth: she sees talent & potential in people and pushes them to achieve it, me included! As a new arrival on American shores, Nina gave me a shot handling luxury lifestyle brands - I launched "Baby Piper" splits of champagne during fashion week, Jean-Paul Gaultier corset-wearing bottles, the release of the 2000 Vintage Chateau Mouton for Baroness Philippine, press for glamorous Rosewood resorts in the Caribbean and feature coverage for Vacheron Constantin watches. I was launched into a glamorous "Sex & the City" luxe lifestyle fueled by fashion, celebrity, & champagne! One of the notable learnings was how to craft a powerful narrative. Campaigns were about creating brand news when there was no newness. We mined brand DNA for cultural relevance, created trends based on current events & entertainment in order to secure major features and product placement in A-List media for clients. We were ambitious, effective pitch machines who moved the needle for our clients in terms of awareness and sales. It was a boot camp -extremely demanding and competitive but was the foundation for the career success I've enjoyed. I have a thousand stories from my TWO stints at the Agency, but what I will never forget is the pride and satisfaction winning a monthly Nike award! Nina's incredibly humble (even shy) and always gave credit where it was due. On a monthly basis best press results (usually multi-page or major brand features in print & TV as digital coverage was not yet highly-rated) were given the "Nike" of the month award. The prize was kudos of presenting your winning coverage at the all-Agency meeting. You told the story of the challenge and triumph of the pitch process. It was an opportunity to gain experience in public speaking and to inspire, & share. A toast to Nina on her incredible legacy on behalf of the multitude of talent she's nurtured and championed over four decades!

The Power of Branding: Nike Transforming Globally When I think of Nike, I’m thinking of not just shoes. I’m thinking of athletes, winners and the term “Just Do It.” Nike started from a start up selling running shoes to becoming the most recognized brand in the world. Branding Is Important. Key Notes from Nike’s Branding Journey 🔑 1. Strong Mission and Vision 2. The Slogan “Just Do It” 3. Emotional Connection to the Audience 4. Consistently on all Platforms 5. Trend Adaption Nike has taught us how to build a long-term brand. Reminds us that branding is not just about who has the best logo or slogan on the market. It’s about creating a strong Mission and Vision that will resonate/connect with the audience. What are you currently doing to stand out between the other brands in your industry ? 👀 Need help, Lets Chat 💬

Jenna Barnet, I agree with you that “the brands that are going to win are brands that become entertainment (focused) companies”, … esp. as it is critical for brands "to always be part of what’s next, to shape what’s coming.”, i.e. part of tomorrow’s world, as Leena Nair, CHANEL’s CEO stated in a Voices 2023 interview with The Business of Fashion’s CEO Imran Amed at the end of last year, hence the strategic requirement to surround yourself with those thinking and shaping the future, as mass brands, better defined as ‘megabrands’, i.e. mass persuasion players are understanding at the speed of light and implementing, as exemplified recently by UNIQLO and Gap hiring creative directors, Clare Waight Keller and Zac Posen respectively and Zara inviting taste-maker Stefano Pilati for a ‘co-ed collection’. However, I would argue that fundamentally/more broadly, 'the brands that are going to win are the brands that will be ‘desirability’ (focused) companies', the engineering of which, i.e. the perfectly integrated conception and materialisation of their soft power/emotional mix, will require not only to master the know-how of entertainment, to be as much spectacular as experiential, but also the bravery of collaboration, precisely that of ‘un-concealing’ and ‘de-confining’ their sources of inspiration, but to critically excel in the art of enchanting their ‘heritage’, i.e. blending it with modernity, the science of defining and owning ‘aesthetics' incl. house codes, and above all the talent to identify a positioning on our minds, specifically a perspective on the world, and nurturing it via a coherent cultural narrative. It’s newness powered by eternity, aestheticisation of our life, and an engaging cultural viewpoint that people consume. In other words, nowadays, people buy products to ‘consume brands’, they no longer buy brands to consume products. Óscar García Maceiras Richard Dickson Daniel Ervér Alexander Lacik Mary Carmen (MC) Gasco-Buisson Laurent KLEITMAN FERNANDO FERNANDEZ Priya Nair Leandro Barreto Vikram Kumaraswamy Christina Habib Vasiliki Petrou Julien Barraux Maria Luisa Orlando Mary Ghobrial Mario Grauso KARLA OTTO Isabelle Chouvet Olivier Chouvet Guillaume Troncy https://lnkd.in/eSUCqXb3

"Big deals and Hollywood: where fashion marketing is headed next" explores the evolving landscape of #fashionmarketing 1. **Celebrity Collaborations** 2. **Digital Transformation* 3. **Sustainability** 4. **Experiential Marketing** 5. **Data-Driven Strategies** (my personal favorite!) These trends indicate that fashion marketing is becoming more dynamic and interconnected with other industries, particularly entertainment and technology. The focus is on creating memorable experiences, fostering sustainability, and utilizing data to drive decision-making.

Athlete endorsements have become a cornerstone of sports apparel marketing. Nike & Serena Williams, Adidas & Messi, Nike & Jordan – these partnerships transcend transactions, creating brand magic. 👟📈 Here's why these endorsements are so impactful and how brands can maximize their potential: 1. **Increased Brand Awareness**: Leveraging an athlete's media presence draws significant attention to the brand. Nike's association with Michael Jordan did more than sell shoes; it created a global cultural phenomenon. 🌍 2. **Enhanced Consumer Trust**: Athletes embody qualities like excellence and dedication. Brands inherit these traits, enhancing consumer trust and credibility. 🏆 3. **Improved Sales**: Direct correlations between endorsements and sales are well-documented. For example, Nike's Air Jordan line continues to generate billions. 🤑 4. **Emotional Connection**: Endorsements foster a shared identity and loyalty. Nike's collaboration with Serena Williams champions inclusivity and empowerment, resonating deeply with consumers. 🤝 **Challenges**: 1. **Risk of Negative Publicity**: Scandals and misconduct can tarnish a brand’s reputation. Thorough vetting and crisis management strategies are essential. 🚨 2. **High Costs**: Securing high-profile endorsements is expensive. Emerging brands need to carefully analyze ROI. 💰 3. **Endorsement Fatigue**: Overexposure can lead to diminishing returns. Brands must continually innovate to maintain consumer interest. 🔄 **Future Prospects**: 1. **Social Media Leverage**: The rise of social media allows athletes to engage directly with followers, providing brands with targeted marketing opportunities. 📱 2. **Data Analytics**: Utilizing data to measure endorsement effectiveness and consumer sentiment can refine strategies and maximize ROI. 📊 **Actionable Insights**: 1. **Comprehensive Vetting**: Mitigate risks with rigorous vetting processes and long-term contracts with clear expectations. 📜 2. **Diversified Marketing**: Combat endorsement fatigue by diversifying strategies. Explore content formats like interactive social media campaigns. 💥 3. **Authentic Storytelling**: Ensure strong alignment of values and highlight shared narratives to enhance emotional connections. 🎯 4. **Ethical Practices**: Collaborations with socially-conscious athletes can boost brand image and meet consumer expectations for sustainability and social responsibility. 🌱 Athlete endorsements are potent but complex. By adopting these strategies, brands can harness their full potential to build enduring consumer relationships. #Marketing #Branding #AthleteEndorsements #Nike #Adidas #ConsumerLoyalty

MJ is the greatest brand ambassador ever and here is why. I decided to watch "The Last Dance" again because I enjoy re-watching and re-reading content that has deeply impacted me, hoping to find new insights I missed the first time. Michael Jordan has always been one of my childhood heroes. Though my relationship with basketball has been like one with a distant cousin, there has been so much to learn from Michael that I have applied to my way of living and pursuing goals. One of the new insights I gained this time was how he set new standards for brand ambassadorship. I have always been loyal to two brands: Nike and Oakley. Michael has always been the face of Nike for me, no questions there. But yesterday, I realized why I’ve been such a fan of Oakley since childhood. Of course—it’s all those photos and videos of Michael wearing Oakley goggles. What was once an unconscious relationship with the brand now makes much more sense. Over the years, I have worked with multiple brand ambassadors, and I dare say that some have truly become the faces of the brands. They are storytellers who embody the brand’s values and convey these values to their audience through authentic relationships—when done right, of course. To me, Michael is the greatest brand ambassador ever (on top of being the best basketball player ever). He has always been deeply engaged with the brands he represents. I loved the story from the 1992 Barcelona Olympics, where Team USA won the basketball gold medal. The team uniforms were made by Reebok, but Michael refused to wear Reebok during the medal ceremony. After much drama, he covered the logo with a USA flag—that's dedication. A brand ambassador can be your greatest marketing success story if you get these things right: Timing: Nike’s timing was perfect—they spotted a future superstar early in his career. Nike made the deal with Jordan in 1984 for $500,000 per year with a five-year contract. Today, the Air Jordan brand generates over $3 billion per year. Brand alignment: The ambassador should align with your brand's core values and mission. Additionally, consider if your brand’s target audience matches that of your ambassador. Engagement (and reach): More important than the size of the ambassador's audience is how they engage with it. You want the audience to be loyal and engaged. Surprisingly, many brands make mistakes here. Professionalism and credibility: The worst scenario is making an expensive ambassador deal only to find out it is impossible to work with them. They might be unwilling to find time, make compromises, or worse, not show up to agreed events. You need people with a strong work ethic, a collaborative spirit, and long-term potential. Brand exclusivity: Michael is a great example. He didn’t have hundreds of deals, but a few strong ones with which he truly identified. There are other important factors at play, but to me, these five are the most crucial. What about you? Let me know in the comments.

Nike's declining sales, one of which contributed to combining product development with brand communication, are gradually recovering Nike is considered one of the industry leaders in brand communication and storytelling. The award-winning "Dream Crazy" ad featuring Colin Kaepernick exemplifies the success of their previous approach: separating product development and brand communication into distinct units with separate objectives and focuses. Nike's brand design is focused on creating products that are not only innovative but also sustainable and durable. The company emphasizes the importance of circular design, aiming to create products that last longer and are designed with the end in mind. This approach is encapsulated in Nike's Circular Design Guide, which outlines principles for a universal call to action in the industry to reduce waste and promote sustainability. Nike's designers are encouraged to think about the entire lifecycle of a product, from sourcing and manufacturing to reuse and reimagining. This holistic approach ensures that design is a key driver of sustainability and performance. Nike's storytelling unit, on the other hand, is centered around harnessing emotion to build long-term relationships with consumers. The company uses narratives to connect with athletes and fitness enthusiasts on a deeper level, often focusing on athletes' emotional ties and personal journeys. This approach is evident in Nike's marketing campaigns, highlighting themes such as competition, determination, achievement, fun, and spiritual rewards associated with sports and fitness. By making the customer the center of the brand, Nike creates a sense of community and shared purpose, inspiring consumers to pursue their dreams and innovate tools to achieve them. Separating Nike's brand design and storytelling units allows for a more focused, efficient, and effective approach to product innovation and marketing strategy, ultimately enhancing the brand's identity, customer engagement, and competitive advantage. #BrandStrategy #CompetitiveAdvantage #SmallBusinessInsight

🚀 What Makes a Slogan Last Forever? Lessons from Nike’s 'Just Do It'" 🏃♂️ When it comes to impactful branding, Nike’s “Just Do It” sets the gold standard. This tagline isn’t just a phrase; it’s a story, a challenge, and a cultural moment that speaks to millions. Here’s why this campaign is still resonating decades later—and what we can learn from its timeless power: 1️⃣ Emotional Connection: “Just Do It” doesn’t just promote products; it connects with the universal drive to overcome obstacles and push limits. 2️⃣ Broad Appeal: Nike didn’t target a niche audience. This mantra speaks to all genders, ages, and backgrounds. Inclusive messaging expands your reach! 📈 3️⃣ Simplicity: In a world of shrinking attention spans, brevity wins. “Just Do It” is simple but powerful, instantly delivering its message. 4️⃣ Brand Alignment:  Nike is all about performance, excellence, and unlocking the athlete in everyone. “Just Do It” captures this ethos perfectly, reinforcing brand loyalty by staying true to Nike’s identity. 5️⃣ Cultural Impact: The slogan has transcended advertising, becoming a part of popular culture. Think long-term! Is your message adaptable and capable of creating lasting impressions? 🎬 At its heart, Nike’s slogan reminds us that timeless messaging is about connection, inclusivity, and embodying your brand values. Image source: Pinterest/Nike

Building and managing strong brands is a critical aspect of business success, and Nike provides an excellent case study on effective brand management. Here are key lessons drawn from Nike's success: 1. Customer Proximity and Learning from Mistakes: Athlete-Centric Approach: Nike's core philosophy is "athlete-driven." By positioning themselves as a brand that inspires athletes, they appeal to a broad demographic, embodying the idea that anyone with a body can be an athlete. 2. Innovation and Relevance: Global Adaptability: Nike recognizes that a one-size-fits-all approach doesn't work, especially on a global scale. The Europe campaign's divergence from the U.S. strategy underscores the need for regional relevance and cultural understanding. Dynamic Adaptation: Nike's commitment to innovation ensures it never stands still. The brand is known for staying ahead of trends, whether in technology, design, or marketing strategies, reinforcing its commitment to staying relevant. 3. Combining Functional and Emotional Positioning: Functional Excellence: Nike's products are not only stylish but also technologically advanced, providing functional benefits that athletes value. Emotional Connection: Beyond functionality, Nike has mastered emotional branding. The "Just Do It" slogan, for instance, is a powerful motivator that transcends the physical benefits of their products, creating a deep emotional connection with consumers. 4. Power of Social Influence: Celebrity Endorsements: Nike has effectively utilized top athletes like Michael Jordan to enhance its brand image. These endorsements not only bring credibility but also create aspirational value for consumers who want to emulate their athletic heroes. Social Responsibility: Nike's engagement in social issues, combined with endorsements from athletes involved in social causes, demonstrates a commitment to social responsibility, aligning the brand with positive values and societal progress. Nike's success highlights the importance of customer focus, innovation, regional adaptability, emotional connection, and social influence in brand building. Staying true to their values while adapting to change has made Nike a global icon. The Nike case study provides valuable insights into building enduring brands. #branding #brandbuilding #branddesign Nike Communications, Inc.

Find Out How Nike Boost 30% Sales? Explore the success story behind Nike's 'You Can't Stop Us' campaign, a powerful testament to authentic storytelling and purpose-driven marketing. Discover how the campaign's innovative approach captivated audiences worldwide, fostering unity and resilience. Join the conversation on LinkedIn to learn valuable insights and elevate your marketing strategy with inspiration from this transformative campaign. Nike's "You Can't Stop Us" campaign stands as a testament to the power of authentic storytelling, inclusivity, and purpose-driven marketing. Launched in 2020 during a period of global uncertainty and social unrest, the campaign captured the hearts and minds of audiences worldwide, inspiring unity and resilience in the face of adversity. At its core, the campaign aimed to embody Nike's brand ethos of determination, excellence, and social activism. By showcasing a diverse cast of athletes and individuals from various backgrounds, genders, ages, and abilities, Nike underscored its commitment to inclusivity and representation. From professional athletes to everyday heroes, the campaign celebrated the human spirit and the shared experiences that unite us all. Central to the campaign's success was its innovative storytelling approach. Nike employed a split-screen format, seamlessly merging footage of different athletes and sports to create visually stunning narratives of perseverance and triumph. This groundbreaking technique not only captured viewers' attention but also conveyed the interconnectedness of athletes and individuals worldwide, reinforcing the campaign's message of unity and solidarity. The campaign's launch was timely, resonating with audiences seeking inspiration and motivation during challenging times. As the world grappled with the impacts of the COVID-19 pandemic and social justice movements gained momentum, Nike's message of resilience struck a chord with viewers, offering a beacon of hope and optimism in uncertain times. Across digital platforms, television advertising, and influencer partnerships, Nike leveraged a multichannel approach to maximize reach and engagement. Social media platforms served as hubs for campaign content, with millions of views, likes, shares, and comments driving conversations and amplifying the campaign's impact. Influencer partnerships further extended the campaign's reach, leveraging trusted voices in the fitness and lifestyle space to connect with diverse audience segments. Measuring the campaign's success required a combination of qualitative and quantitative metrics. Social media engagement metrics, such as likes, shares, and comments, provided insights into audience sentiment and interaction. Read Full Article At : https://lnkd.in/gHXt3ArS #nike #sales #marketing #advertising #branding #growthmarketing #digitaladvertising #business