Nike: A Soft Power Star



Nike are no strangers to controversy, but their most recent campaign has garnered plenty of backlash. They’re celebrating the 30th anniversary of the “Just Do It” slogan with a campaign that features NFL quarterback, Colin Kaepernick, who was lambasted for refusing to stand during the national anthem in 2016 in protest at police racism.


We love it. Our philosophy is that brands, products and services should mean something to someone rather than nothing to everyone - and Nike is doing just that. The ad’s powerful message quotes Kaepernick and relates to his current situation, and will also resonate with consumers both in and out of the sporting arena.

And it is indeed resonating. Despite the ad’s critics, online Nike sales grew by 31% over the bank holiday weekend after it was launched. Believe in something? Nike did - and it paid off, like the Nike idea. It’s topical and also that it’s polarising is good as it fits with our mean something to somebody not nothing to everybody philosophy. Take a tone of voice angle on it.


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