Run with it: the history of Nike adverts

To sell a product, you have to sell a lifestyle. But how do you break through the noise and take it to the next level? In 1987, athletic gear powerhouse Nike turned its marketing style on its head - with huge success. So how exactly did Nike manage to get into people’s heads and make them feel part of a worldwide community? It all starts with selling a philosophy.

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There’s no finish line - 1977

This was one of Nike’s oldest advertising campaigns. Created in 1977, the ad reminded athletes of those magical running moments, such as the sense of floating and being addicted to what running gives you. It gave running enthusiasts a well-deserved pat on the back. But something was missing: the target audience was existing runners and athletes. Nike was essentially preaching to the converted. And everyone knows that good marketing speaks to new customers as well as existing loyal followings.

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Nike Air Jordan - 1984

If you know anything about sports shoes, you’ve probably heard about the company’s legendary signing of NBA rookie Michael Jordan by Nike in 1984. The five-year collaboration has been named the best sports marketing campaign ever. The famous “Air Jordan” basketball shoes caused a stir as soon as they made their debut, as they did not conform to the NBA footwear guidelines. And you bet they incorporated the controversy into their advertising too. In no time, Jordan’s face, his kicks and the Nike’s logo were all over newspapers and Air Jordans became one of the most recognisable basketball shoes in history. While the campaign was iconic, Nike’s oft-used approach of signing the biggest athlete of the time alienated some customers. A few years later, the company’s marketing team discovered that selling a more inclusive philosophy would transform the brand from aspirational to inspirational.

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Just Do It - 1988

There are few things more challenging than convincing someone to put on their running shoes and go out for a jog. While the running scene is founded on people committed to the sport, ads can’t preach to the choir. So - coined in 1988 - Nike’s iconic ‘Just Do It’ was the perfect slogan. Just like slow and steady wins the race, short and simple always strikes a chord with customers. Not only that, the simple language allowed easy translation of the legendary slogan, allowing it to gain worldwide impact.

Another reason the slogan was so successful because of its usage in ads. Instead of verbally signing off a TV commercial with the slogan, the marketing team chose to use it in printed form. This allowed people to read it in their own voice and interpret it in their own way. In essence, Nike was able to speak directly to the customer’s interpretation of the slogan. Whether the reader was an athlete trying to shave a few seconds off their personal best or an uninspired couch potato trying to get active, “Just Do It” provided a unique and personal piece of encouragement to every person. It has become so synonymous with Nike’s brand that even seeing the ‘swoosh’ logo makes me think: “Just Do It”. Now that’s marketing done right.

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Nothing beats a Londoner - 2018

One of the latest Nike adverts honed in on the home of one of the most famous marathons: London. The brand’s new strategy to “go local” has resulted in what some hail the best advert ever made. The three-minute video takes viewers on a journey around the capital, voiced and acted by real Londoners themselves. By representing the diverse people and sports, the advert made Londoners proud of their city and - once again - created a community of customers wanted to be a part of. Nike’s marketing approach tends to use this important psychological effect. It plays on the very primal desire to align with others. By doing this in the context of fitness and wellbeing, the clique becomes an all-encompassing, global group. And that’s how your company sell 25 pairs of shoes per second.

When it comes to pushing the boundaries in marketing, Nike is one to look out for. And now you know how they’ve held onto their title of world’s most valuable apparel brand for another year. But of course there’s more to it than that. Have you seen their shoes?