Nike other than being one of the world’s best shoemakers are known for their ad campaigns. From time to time, they have consistently delivered masterpieces that have been globally appreciated.
Let’s a take a look at one such piece of art the leading sports brand gave to the world during the FIFA Women’s World Cup in 2019.
It’s a 3-minute roller coaster starting in the opening tunnel before a match between the Netherlands and Nigeria, we are introduced to a 10-year-old Makena Cooke accompanying Dutch midfielder Leike Martens for the national anthems only to be told “not done” by the end of the same, as Martens starts playing the game with Makena Cooke holding hands.
From there it’s a wild ride for the 10-year-old across many games running hand-in-hand with star players with the song “Bad Reputation” in the background. Cameos include international footballers like Alex Scott, Sam Ker, Neymar Jr, Gérard Pique, Phillipe Coutinho, Andressa Alvens, Crystal Dunn etc.
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The most exhilarating scene comes at the end when Little Cooke assists Australian star Sam Kerr with a perfect assist to score a goal against the US.
With this, Nike promoted their limited edition “Dream Further”, kids football jerseys specially designed for girls with a powerful message – “Don’t change your dream. Change the world.”
The ad got appreciations from everywhere and boosted Nike’s marketing campaign at the world cup where rivals Adidas were sponsors.
Other than this ad, Nike sponsored 14 out of the 24 teams that participated in the tournament including both the finalists US and the Netherlands. Nike also sponsored a lot of players who dawned the Mercurial 360 boots including American superstar Megan Rapinoe, who won the Golden Boot.
Nike’s 2019 FIFA World Cup Ad was a hit. The brand reported that the jersey sales surged 200% as compared to the last tournament held in 2015. It said sales of women’s apparel related to the tournament are up more than 150% compared with 2015. (Source: CNBC)
Eric Smallwood, president of Apex Marketing Group, an advertising and branding consultancy focused on sports and entertainment sponsorships, says the Nike logo was frequently visible on jerseys and on players’ cleats. “If you polled people, I would say 9 out of 10 would have seen a Nike logo,” he points out. “Adidas was secondary.” The games were played with an Adidas ball, but it’s often hard to see the logo on the ball.
(Source: Quartz)
After the final, Nike was quick to release the new US Jersey with a fourth star on the chest to celebrate their 4th World Cup win on their official website. Jersey sold out in no time as reported by the brand themselves.
Time and again, Nike have proved their superiority in marketing and brand awareness. One can always learn, always.