FINDING NIKE.
The Swoosh has lost it’s way as a brand and as a business. So let’s try and steer them to the right path.
Has Nike Lost its Way?
Well, the consensus seems to be 'yes'. Since John Donahoue became CEO nearly five years ago, the 'Swoosh' has undergone tremendous change. In terms of their business model, they have shifted from a largely warehouse-focused strategy to a more 'direct-to-consumer' strategy that aims to drive people to their channels, specifically Nike.com.
Now, there are certainly more qualified people to talk about this area than me. Still, even my chimp brain can gather that, for a category where customers are pretty loyal in where they buy from, removing yourself from lots of stores towards one (your own) isn't a great idea.
And more than that, they have fallen into the biggest trap of all — having to compete on price, not brand.
Donahue has taken his 4 P's and pissed them up the wall.
They have turned from a company with a cause into a company that sells products. When this happens, you naturally turn to price, quality, service and features driving a purchase decision.
Now, that’s not to say Nike make bad products, have high prices, bad service or poor features — but the problem is their products have become commodities.
And when you compete on price, quality, service or features alone, it is very hard to differentiate for any period of time or build loyalty on those factors.
Plus it costs a fuck tonne of money and is stressful waking up every day trying to compete on that level.
The impact of the change on the company's financials is well documented, but possibly the impact on their brand is less so. Once regarded as the king of sneakers with a challenger mindset, Nike got complacent — they thought their brand would pull them through, and stopped doing what made them special.
They changed their advertising approach from bold, controversial, and stand-out, to drab, boring, and frankly trying to appeal to many people all at once. Gone were the days of Colin Kaepernick's 'Dream Crazy' or what started it all, the 'Just Do It' campaign in '88 — in came creative and storytelling that was just...meh.
They'd lost their mojo.
I think they've realised this, and their latest campaign 'WINNING ISN'T FOR EVERYONE' aims to re-capture some of this edgy, challenger brand creative. But again, I think it misses the mark — rather than coming across as inspirational and aspirational, it just comes across as... smarmy? Arrogant? Just a bit... ick.
I’m just a bit baffled by this direction of unapologetic arrogance. A recent headline from an email I received said:
Not here to inspire you. Here to win.
Well, that just doesn’t gel with what made them successful — that if you have a body, you’re an athlete.
Their own website contradicts this recent messaging too:
Nike's mission is to bring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete.
It’s here — literally in black and white.
It feels like they don't quite know who they want to be — like they’ve lost their way.
So, I've come up with ads that hark back to those golden days of 'Kap and Big Mike, to capture that sense of purpose, drive, and celebration of those who 'Just Do It'.
In general, I think Nike need to look back at those words — Just Do It. It's what inspired generations of athletes.
It wasn't necessarily about dreams, about being selfish, about becoming 'the best version of you'. It was a call to arms — to get your arse off the sofa, to put in the hours, to work hard. Nike was the brand willing you on when others wouldn't. They were the ones celebrating victories, big or small. Giving you what you needed to Just Do It.
That is their why. Their reason for being.
Just do you.
Just Do You aims to celebrate the unique qualities of athletes at all levels. It shows how they overcome their struggles, and whether professional or just a ‘you have a body so you’re an athlete’ — you can still fight to be the best version of yourself.
MANIFESTO
You.
Yeah, you.
You have everything you need for success.
You have a body.
You have the will.
You just need to do it.
Simple, really.
You need to fight for yourself.
To lift yourself up, when others what to drag you down.
To fight against those who say you can’t.
Because you’ve proven you can.
Your colour or creed doesn’t matter here.
Only your mindset. Your grit. Your belief in you.
Because yesterday, you said tomorrow.
And your day has come.
It’s time to believe.
Because no one else can do it for you.
Just do you.
