With Nike's long-time brand goal, with Colin Kaepernick Made Perfect Sense – Adweek

Nike's decision to put Colin Kaepernick in the center for their 30^e The anniversary of their famous "Just Do It" campaign triggers conversations and debate between marketers and consumers. In recent years, brands have seen a constant shift in culture, where consumers are increasingly expressing their preference for brands that represent something bigger than the products they sell.

Yet, brands are about to take "party" with controversial or politically polarizing issues. In the case of Nike, skeptics have been quick to point the finger at the expected stick-back of consumers, featuring consumers and some celebrities burning Nike products as part of an impromptu #JustBurnIt count campaign. Grabbing the odds, some consumers of Nike are now using it to advocate for the donation of Nike clothing to those who need it rather than destroy it, thus highlighting other societal issues. Although reactions can be quick and sometimes turn out unexpectedly, the gains can be long-term, for example when CVS has stopped selling cigarettes and brand preference has increased by 50%.

Purpose of the brand versus activism

It's too early to say if Nike's bet will pay off, but brands like Nike depend on the culture. Sportswear and clothing are extremely competitive and in recent years Nike has lost market share to sportswear brands. It may be that a bold move to attract believer-motivated buyers is a calculated effort on the part of the brand, who kills a stone with two birds. By adopting a definitive position and injecting the brand into a hotly contested debate, Nike increases the relevance of what its future consumers might be.

But we can also look at Nike's mission statement for a more in-depth look.

"Bringing inspiration and innovation to every athlete in the world … creating groundbreaking sports innovations, making our products more sustainable, building a creative and diverse global team, and making a positive impact in the communities where we live and work.

You can see the goal index in the statement. But the goal can act as a spectrum, and when a brand chooses a highly relevant, even polarizing question, to take a stand, it begins to turn to brand activism. This is the choice that Nike made when it translated "positive impact in communities" into action. We can say that they have chosen the communities they think they can impact, while sending a message to other people who may not share the same feeling. The message is clear: "There are other choices for you".

Do the "Just Do It" marks for the position statement need to be taken into account? The best question for marketers is: can a brand be run without activism? The answer is yes, but the caveat is that the brand must know its place in the world, strive to do something bigger than itself and take action that matches the values ​​that make it. she puts forward. Introducing yourself to something bigger than you does not mean getting into all the cultural debates or those that are quickly becoming politicized. Brands that take bold steps venture into this territory, knowing that they will not be for everyone and ready to play a leading role in the cultural divide. This entails risks but also a potential reward, depending on the motivation and authenticity of the words and actions of the brand.

Start with why

Being an activist brand over a directed brand should not be a binary choice. For Nike, a conscious (and probably calculated) decision was made not to be sidelined, despite its relationship with the NFL and opposing consumers. Nike's choice was probably not easy, but it was deliberate. For most brands, the clarity required is not just a politicized question, but begins with the brand's sense of understanding of their place in the world, their existence and their unique competence. make an impact. In other words, know their purpose.

Brands may still be on the hot seat when it comes to controversial issues, but that does not mean they can not achieve the higher goal they are particularly qualified for, while aligning with rising expectations consumers. Consumers increasingly want brands to have a positive impact in keeping with their personal values ​​while helping to solve societal problems.

Although controversial, what Nike does is undeniably powerful. They are actively confronted with the reason why they exist and the communities they support, which means they will galvanize some and alienate them. While the actions of Nike fluctuate, they may play a long game, prompting them to vote with their portfolios or find another brand that shares their values. For many brands, there may be less controversial or politically impregnated areas likely to have a positive impact, but anyway, understanding why your brand exists in the first place needs to lay the groundwork for everything that's going on. she does.