Dhruvanka Medhekar’s Post

Sports marketing is quickly emerging as a dominant force in advertising. Thankfully, we've got the best experts in-house to navigate this space and unlock what it takes to make sports campaigns truly effective. Check out why Casey Null of Wondersauce and Edd Hood of George P Johnson Experience Marketing ranked Adidas as the top 2024 marketer to beat (thus far!) via Ad Age: https://bit.ly/3WotdrL

Nike Targets Grit and Determination in New Olympics Campaign Nike has unveiled its Olympics campaign, “Winning Isn’t for Everyone,” focusing on the ruthless drive needed to be a top athlete. Narrated by actor Willem Dafoe, the ads explore the qualities that motivate sporting legends like LeBron James and Serena Williams. The campaign marks a comeback moment for Nike, aiming to reclaim its reputation for bold and conversation-starting marketing. While some Olympics sponsors emphasize sportsmanship and camaraderie, Nike's campaign takes a subversive approach, highlighting traits often perceived as negative but essential for elite athletes. Dafoe’s voiceover questions whether the drive to win makes one a bad person, complementing footage of sports icons at their peak, including Giannis Antetokounmpo, Qinwen Zheng, A’ja Wilson, Vini Jr., Jakob Ingebrigtsen, and Sha’Carri Richardson. The campaign also includes social media content and out-of-home ads. Billboards in cities worldwide feature athlete ambassadors with provocative messages like “If you don’t want to win, you’ve already lost” and “My dream is to end theirs.” Inspired by insights from hundreds of Nike’s athlete partners, the in-your-face concept embodies the mindset required to achieve athletic excellence. Agency Wieden + Kennedy Portland led the campaign. “Winning Isn’t for Everyone” is the largest marketing initiative since Nicole Hubbard Graham became CMO earlier this year. Graham emphasized that the campaign celebrates the sacrifices, determination, and grit athletes commit to in their pursuit of greatness. “It’s a story about what it takes to be the best. The legacies that have yet to be shaped. And the dreams that will be made real,” said Graham. Nike sees the Olympics as the starting point for rediscovering “sharper and bolder” marketing. The company admitted to over-focusing on its direct-to-consumer strategy in recent years and faces increased competition from upstart brands. Nike's revenue slid 2% year over year to $12.6 billion in the latest financial quarter, leading to a reduction in its annual guidance. For more details, visit the full article on Marketing Dive

"DIVE BRIEF Nike kicks off marketing comeback with gritty Olympics ads The sportswear giant has positioned the Paris Olympics as a moment to reclaim “sharper and bolder” marketing. Published July 23, 2024 Dive Brief: Nike unveiled its Olympics campaign, “Winning Isn’t for Everyone,” which examines the ruthless drive it takes to be a top athlete, according to a press release. Actor Willem Dafoe narrates ads that probe the qualities that motivate sporting greats, including an obsession with power, an inability to be satisfied and a lack of empathy. “Am I a Bad Person?” serves as a refrain in creative featuring legendary athletes like LeBron James and Serena Williams.  Nike has positioned the #Paris #Olympics as a comeback moment. The company has contended with slumping sales and is vying to reclaim a reputation for bold, conversation-starting brand marketing.  Dive Insight: Some Olympics sponsors have embraced a sense of feel-good sportsmanship and comradery for their marketing around the games, which kick off July 26. Nike is taking a more subversive approach with a campaign digging into qualities that are largely perceived as negative but are often motivators for best-in-class athletes..." Retail Dive

Recently I came across a remarkable marketing campaign from Nike. The global sports juggernaut has truly raised the bar with its latest project. Significantly, their focus shifted from standard product promotion to spotlighting resilience and ambition of refugee Olympians. The campaign speaks directly to the strength, determination, and endurance these remarkable athletes possess in spades. What struck me was the seamless blend of social consciousness and brand promotion, masterfully executed by Nike. More than just showcasing their products, Nike has harnessed the power of emotive storytelling. The endeavor does more than just selling – it inspires, fosters empathy, and sparks global conversations. The impact is more profound as it not only creates a unique differentiation point for Nike but enhances its image as a brand that champions inclusivity and diversity. This is a lesson for us all in the marketing realm. Mere product promotion is not enough in today's interconnected world. We should strive to use our platforms for good, addressing societal issues, and bringing powerful narratives to light. Ultimately, only then can we stimulate real emotions and genuine connections - the ultimate goals for impactful marketing. It’s time we rise up to the new marketing standard set by Nike. #Marketing #Nike #SocialImpact #Storytelling #BrandPromotion

Have you ever witnessed a brand swoop in, stealing the spotlight from an event without actually being a sponsor? If so, you've witnessed the art of ambush marketing in action.   . . . . . So, what exactly is Ambush Marketing?  Ambush marketing is a strategic approach where a brand cleverley associates itself with an event or property without paying sponsorship fees. Instead of investing hefty sums into official partnerships, ambush marketers rely on creativity and guerilla tactics to gain visibility and steal attention. The Power of Ingenuity  Ambush marketing thrives on innovation and ingenuity. It's about finding unconventional ways to capture audience attention and align with popular events or properties. One classic example is Nike's "Jumpman" campaign during the 1992 Olympics. Although Reebok was the official sponsor, Nike managed to steal the show by featuring Michael Jordan, whose presence overshadowed Reebok's sponsorship.  Even Burger King scored big with its ambush marketing stunt during the UEFA European Championship. By offering free Whoppers to fans named "Harry" or "Megan" (in reference to Prince Harry and Meghan Markle), Burger King capitalized on the hype surrounding the royal couple, generating buzz both online and offline. While ambush marketing can yield remarkable results, it often sparks debates around ethics. Some argue that it undermines the integrity of official sponsorships and blurs the lines of fair play. However, others view it as a testament to innovation and agility in the competitive marketing landscape.  Ambush marketing is more than just a marketing tactic; it's a demonstration of creativity, resourcefulness, and strategic thinking. By leveraging wit and seizing opportunities, brands can make a memorable impact without breaking the bank. So, the next time you witness a brand stealing the limelight, remember the power of ambush marketing at play.  What are your thoughts on ambush marketing? Do you admire the creativity and resourcefulness displayed by brands, or do you believe it crosses ethical boundaries? I'd love to hear your perspective! #marketingstrategies #marketingdigital #ambushmarketing #perspective #sponsorship #marketingtactics #brandidentity #brandmarketing Nike Burger King Reebok 

How Sports Marketing Helped the World's Most Popular Sneakers Brand! The Air Jordan brand, a division of Nike, not only redefined the sneaker industry but also served as a testament to the transformative power of marketing. Launched in 1985, Air Jordan has evolved from just a basketball shoe to a status and fashion symbol. The brand's marketing strategy has been instrumental in creating a loyal fan base and maintaining its relevance over the years. By embracing social media, collaborating with influential figures, and leveraging new technologies, Air Jordan has continued to capture the hearts of millions of sneaker enthusiasts. The brand's ability to adapt and innovate in the digital marketing space has been crucial in staying ahead of the competition and solidifying its position as one of the industry's most recognizable and powerful sneaker brands. The success of Air Jordan also highlights how marketing can drive change and overcome crises by finding new opportunities. The brand's ability to turn a ban by the NBA into a marketing coup, with the "banned narrative" becoming a highly successful advertising campaign, exemplifies how challenges can be transformed into triumphs through innovative marketing strategies. Nike airjordan #crisismanagement #sportsmarketing

This extract from a much longer piece on Nike’s tanking share price is why I believe sport can fight back in securing a greater share of brand marketing budget but…. … not without fundamental change. There are still 11 of 20 PL FOS deals taken up by betting companies. For the past 15 years “proper” marketing brands have given eyeball-based sponsorship a wide berth and that is due to the growth of performance marketing. We’ve created a crutch for lazy brand marketers (when was the last truly great brand campaign you can remember?) who have forgotten they’re trying to engage with human beings and instead have poured their budget into hyper-targeted digital platforms, relying on their metrics to prove return. “Not everything that counts can be counted and not everything that can be counted counts” This trend has largely passed our industry by as we continue to push a commoditised proposition in an increasingly bearish market. There has been very little little recognition that the times they are a changin’ but it’s never too late to start the fight back. Allying what makes sport great - the emotion, the unpredictability, the human interest stories - with a cutting edge data and digital ecosystem creates a compelling proposition for brands. It’s not a an easy fix but you’ve got to be prepared to invest in building what people want to buy if you want their money and it’s never too late to start. #sponsorship #data

I wanted to share this case study to highlight the creative power of marketing and how innovative strategies can make a lasting impact. 🚨 How Nike Ambushed the 2012 London Olympics Without Being an Official Sponsor 🚨 The 2012 London Olympics is often remembered for its incredible athletic performances—but it also provided a masterclass in ambush marketing, with Nike leading the charge. While Adidas poured over £100 million into sponsorships, Nike didn’t let the lack of official status stop them from stealing the show. Here's how they did it: 🌟 The Power of Visuals: Nike introduced its bright yellow "Volt" shoes, which dominated the running tracks. Their distinct neon hue not only attracted the eye but also stood out against the red Olympic tracks, giving Nike maximum visibility, even though they weren’t an official sponsor! 🎥 Find Your Greatness Campaign: Instead of focusing on London, UK, Nike’s viral video campaign featured athletes competing in other towns named London across the world. It was a smart, legal way to associate with the Olympics without breaking the rules. This clever storytelling resonated with millions, making their ad the most-watched during the Games. 📈 Results Speak: By the end of the Olympics, Nike had garnered over 16,000 tweets associating them with the event (compared to Adidas’s 9,300). Their campaign saw Nike’s Twitter followers grow by 11%, while their official sponsor rival, Adidas, managed just 4% growth. 🎯 Lesson Learned: Ambush marketing may bend the rules, but it’s a powerful tool when executed with creativity and precision. Nike's approach at the 2012 Olympics shows that even without official sponsorship, brands can dominate the conversation by understanding consumer behavior and leveraging social media. 💡 The takeaway? In the world of marketing, it's not always about what you have—it's about how you use it. 💼🔥 Discover more about Nike's brilliant strategy here: https://lnkd.in/gJjiKPhD #MarketingStrategy #AmbushMarketing #NikeVsAdidas #FindYourGreatness #BrandingMasterclass #MarketingLessons #Nike

Nike's Creative, Cunning & Bold Strategy (Ambush Marketing) : 2012 Olympics Nike's campaign at the London Olympics is a perfect example of how creativity and cunning can help a brand steal the show. By finding ways around the sponsorship rules, Nike managed to create a memorable campaign that captured people's attention. The lesson here is that if you want to make an impact, you need to be creative, bold, and cunning. Background During the 2012 London Olympics, Adidas was the official sponsor. Nike, despite not being an official sponsor, aimed to make a significant impact. The Challenge Nike needed to capture attention and associate with the Olympics without breaching strict IOC sponsorship rules. The Rules: Restriction on use of Olympic symbols, phrases and even can't shoot commercial in London city, UK. But Nike smartly captured the places, roads, bars, pubs named as London across the world an also No athletes were endorsed for it. Wow!!! Creative, Cunning & Bold Solution by Nike Ambush Marketing : 1. "Find Your Greatness" Campaign: Focused on universal greatness, subtly timed with the Olympics, avoiding explicit references. 2. Subtle Messaging : Ads featured elements like "London" and "2012" without Olympic symbols, creating a clear but indirect association. 3. High-Profile Endorsers : Celebrities like Michael Jordan attended Olympic events in Nike gear, increasing brand visibility. Results - YouTube Views: Over 3.2 million in the first 24 hours. - Twitter Growth: 16% increase with 166,718 new followers. - Sales Increase: 23% rise in UK sales during the Olympics. - Public Perception: 58% of people believed Nike was an official sponsor, compared to 24% for Adidas. Witness one of the greatest advertisements ever created. Source : Internet & Youtube. Courtesy: #Nike #Branding #Creativity #Nike #GuierillaMarketing #Ambushmarketing #Boldsolution #Marketing #IIMA Chitra Singla Sourav Borah Rajat Sharma Tarun Jain तरुण जैन Kirpal Gill Gaurav Biswas Gaurav Bajetha Colonel Tarun Vohra Col CS Shiv Prasad, CPP, CFE, NEBOSH Shaminder Singh Jamwal, MBA( HR), CPP®, LSSGB® Lt Col Amol Awate(Veteran), IAS 🇮🇳 Anand Bhargave Abhijit Bhutey Col Amit Verma (Retd) Jatinder S. Sujit Menon, CPP® Ritu Tanwar Sanchit A. Major Prateek Chamoli Shikha Yadav Pratyush Pandey Varun Anand Yatendra Vijay Nicky Peshwani IIM Ahmedabad - Armed Forces Programme (AFP 23) Indian Institute of Management Ahmedabad Nike

What happens when one of the best brands in the world slips? Everyone notices. And the bar for "great" has the potential to shift. I recently had a great conversation with Kimeko McCoy at Digiday on what to expect from Nike. During our chat, I expressed my hope for a return back to their strong purpose and clear POV in the work. And to back up that up with a renewed focus on product innovation. Then, right after we spoke (like hours later), they dropped their Olympics campaign "Winning Isn't for Everyone". The work is provocative. Controversial, even. As a company, Nike needs to get their creds back as a performance brand, so this feels like a big step in that direction. The ad's direct appeal to the competitive athlete's mindset, coupled with its incredible editing, evokes the spirit of Kobe Bryant, the ultimate competitive athlete. Having a strong POV and sticking with it has become so much rarer in today's landscape. I really hope they marry this new campaign with announcements around innovation and a focus back into their performance shoes. A true business commitment to their POV. Keep raising the bar for us all. https://lnkd.in/gEgS_VdZ