Therefore, Nike can sustain its position as a premium product in the high-end market. From the picture below, we can see that brand identification and connection with its customer are Nike's unique strengths to showcase its top-notch technology and high-quality product. Nikes strategy was to become a sponsor of future superstars that embodied an unlikely success story like Michael Jordan, LeBron James, Naomi Osaka, Serena Williams, and Christian Ronaldo. Therefore, the image of "Heroes" was easily diminished, and rather than strengthening the brand, this expensive campaign can damage the company's reputation.įirst, I identify the core competency of NikeĬore competency itself is a unique strength that is embedded deep within a firm that allows them to differentiate its products and services from those of its rivals. It's because some of the “Heroes” were indicted or involved in the scandal, criminal case, bribery, etc. This campaign created a phenomenon called the "Icarus Paradox"-The strength has become their greatest weakness. Therefore, the image of "heroes" actually tells a story that with a strong will, tenacity, and hard work anyone can be a Hero because Nike believes that if you have a body, you are an athlete. “Athlete” in here refers to anyone, yes anyone, including you and me. In addition, Nike has tried to convey a message of “Unleash human potential” which is captured in its mission to bring inspiration and innovation to every athlete in the world. In the eyes of potential customers, these images create a relation and identification with their superstars when wearing Nike's product. After that, Nike created a product that is closely linked with the athlete and finally promotes the athletes or teams (along with Nike’s products) to create the desired image. In some cases, Nike was able to identify them before they are a well-known superstar. This marketing strategy started when Nike signed the athletes that succeed against the odds. Nike's strategy was to become a sponsor of future superstars that embodied an unlikely success story like Michael Jordan, LeBron James, Naomi Osaka, Serena Williams, and Christian Ronaldo. Different from its competitors, Nike spent its entire marketing budget for a single star athlete or sports club, later called "Heroes". Up until now, Nike has successfully achieved a sustainable competitive advantage by creating a marketing campaign called “Heroes”. As I discussed this campaign in the academic sphere, I will explain the theoretical framework I use to rebrand the campaign.
As someone interested in the brand and marketing field, I found a flame of fire within me and said "Okay, I accept the challenge".īefore I explain in deep about how I rebrand Nike's campaign, I will explain in brief what the campaign is all about and the downfall I tried to solve. Last week, I got a challenge in my MBA class to rebrand one of Nike's most successful campaigns so-called "Heroes".
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