Nike is fast becoming not only a brand recognised for sporting motivation but also for story success.
Here at All Good Tales, we love brands who tell great stories. Whether they are small and local or international corporations we recognise great brand storytelling and try to learn from it. Our Passionate about Stories series looks at storytelling from organisations or all shapes and sizes. The series gives us an opportunity to learn from brands we love and develop our storytelling skills.
Over the past number of years, Nike has been a leader for brand storytelling and incorporating your brand story into your communications and content strategy.
Always putting you at the heart of the brand
Three simple words that transcend age, cultures, ethnicity, social backgrounds and experiences. Nike’s “Just do it” slogan is for everyone. Whether you’re a high-performance athlete or someone beginning your weight-loss journey, the three words speak to you no matter what your goal is.
Nike knew this is what they wanted to achieve from the beginning. Their first ever “Just do it” ad puts an 80-year-old man at the heart of their story, and makes the audience watching ask themselves, “if he can do it, why can’t I?”
Heroes and Villains
Who is the hero of the Nike story?
Is it the CEO? Is it Colin Kaepernick? Or maybe it’s the shoe?
No, it’s you.
Nike has subtly introduced their hero and villain in the stories. Featuring celebrities endorsements in the media campaigns and stories gives their audience someone to aspire to. Telling their stories and how they overcame adversity to achieve greatness allows us as the audience to believe we can do the same.
If you’re wearing Nike shoes while on the tennis court, surely you’ll move faster and hit the ball cleaner. Or if you’re golf ball has a tiny tick on it, surely the ball will go further.
Nike uses storytelling to allow their audience to dream. To believe they can complete the impossible. Serena Williams or Tiger Woods aren’t the heroes of the Nike story, they are simply people for you to look up to because you are the hero.