Adidas paid $150 million for exclusive sponsorship of the 2012 Olympics.
Everyone thought they had beaten Nike.
But then, Nike stole everything with one of the greatest marketing stunts in history:🧵
Everyone thought they had beaten Nike.
But then, Nike stole everything with one of the greatest marketing stunts in history:🧵
After Nike's ambush marketing campaign in the 1996 Atlanta Olympics, Nike was under close scrutiny.
For the 2012 games, Nike was banned from using the "London Olympics" or "2012" or even showing the Olympic rings.
But Adidas forgot Nike were world-class marketers:
For the 2012 games, Nike was banned from using the "London Olympics" or "2012" or even showing the Olympic rings.
But Adidas forgot Nike were world-class marketers:
Nike found loopholes in the rules.
They identified 3 key strategies to outmaneuver Adidas:
1. Find Your Greatness
2. The new Londons
3. The yellow neon
Let's dive in (with the best ads included):
They identified 3 key strategies to outmaneuver Adidas:
1. Find Your Greatness
2. The new Londons
3. The yellow neon
Let's dive in (with the best ads included):
1. Find Your Greatness
Adidas boasted about elite Olympians in their ads.
While Nike's "Find Your Greatness" campaign focused on inspiring average individuals.
Nike's message was clear: Greatness lives in everyone, not just Olympian athletes. This is Nike's brand ethos.
Here's one of their iconic ads:
Adidas boasted about elite Olympians in their ads.
While Nike's "Find Your Greatness" campaign focused on inspiring average individuals.
Nike's message was clear: Greatness lives in everyone, not just Olympian athletes. This is Nike's brand ethos.
Here's one of their iconic ads:
2. The new Londons
Mentioning London, UK was off-limits, so Nike got creative.
They shot ads in other "Londons":
• London, Ohio
• London, Canada
• Little London, Jamaica
Nike followed the rules but still associated with the Olympics.
Watch the first 3 seconds of this ad:
Mentioning London, UK was off-limits, so Nike got creative.
They shot ads in other "Londons":
• London, Ohio
• London, Canada
• Little London, Jamaica
Nike followed the rules but still associated with the Olympics.
Watch the first 3 seconds of this ad:
3. The Yellow Neon
Despite Adidas' official sponsor status, athletes were free to choose their footwear.
This was all Nike needed.
400 Olympians wore Nike's distinct neon yellow "Tick" footwear.
The media couldn't stop talking about it:
Despite Adidas' official sponsor status, athletes were free to choose their footwear.
This was all Nike needed.
400 Olympians wore Nike's distinct neon yellow "Tick" footwear.
The media couldn't stop talking about it:
Adidas was HUMILIATED:
• 57K new Nike social followers vs 12K for Adidas
• 16K Nike Olympics-related tweets vs 9K for Adidas
Most shockingly, 37% thought Nike was the official sponsor vs 21% for Adidas.
Adidas paid for your attention, only for Nike to win it back.
• 57K new Nike social followers vs 12K for Adidas
• 16K Nike Olympics-related tweets vs 9K for Adidas
Most shockingly, 37% thought Nike was the official sponsor vs 21% for Adidas.
Adidas paid for your attention, only for Nike to win it back.
As a digital business builder, I was fascinated by how Nike dominated the 2012 Olympics.
It was a pure masterclass of:
• Brilliant ideas & strategies
• And perfect execution
Here are my 5 takeaways from their genius campaign:
It was a pure masterclass of:
• Brilliant ideas & strategies
• And perfect execution
Here are my 5 takeaways from their genius campaign:
1. Think Outside the Box
• Find the loopholes.
• Then get creative with them within your constraints.
Nike's "new Londons" tactic shows the power of this flexible mindset.
• Find the loopholes.
• Then get creative with them within your constraints.
Nike's "new Londons" tactic shows the power of this flexible mindset.
2. Indirect Association
• Tie your message to the moment, like Nike's "Find Your Greatness" campaign.
• Showcase your product in the arena, like Nike's Volt shoes. (Organic marketing > Paid marketing.)
Here’s another example of Nike’s indirect association strategy:
• Tie your message to the moment, like Nike's "Find Your Greatness" campaign.
• Showcase your product in the arena, like Nike's Volt shoes. (Organic marketing > Paid marketing.)
Here’s another example of Nike’s indirect association strategy:
3. Connect with Your Target Audience
Adidas played it safe with celebrity athletes.
But Nike made their customer the hero.
This made their campaign more:
• Authentic
• Emotional
• And on-brand: "Just Do It"
Adidas played it safe with celebrity athletes.
But Nike made their customer the hero.
This made their campaign more:
• Authentic
• Emotional
• And on-brand: "Just Do It"
4. Work with your constraints
If Nike had been the official 2012 sponsor, would we have seen such an amazing campaign?
I doubt it. They would have done what Adidas did.
Why?
Because constraints make you think differently.
They force a different kind of creativity.
If Nike had been the official 2012 sponsor, would we have seen such an amazing campaign?
I doubt it. They would have done what Adidas did.
Why?
Because constraints make you think differently.
They force a different kind of creativity.
5. Focus on the Story, Not the Sale
Nike didn't try to sell shoes.
Instead, they told a story.
A story of chasing:
• Grit
• Determination
• And greatness
No matter who you are.
That narrative resonated on a deeper level than any pushy advert ever would.
Nike didn't try to sell shoes.
Instead, they told a story.
A story of chasing:
• Grit
• Determination
• And greatness
No matter who you are.
That narrative resonated on a deeper level than any pushy advert ever would.
The 2012 Olympics was a $150M humiliation for Adidas.
For Nike, it was a chance to do what they do best:
Inspire the world to dream big and find their greatness.
That's a winning playbook for every marketer reading right now.
For Nike, it was a chance to do what they do best:
Inspire the world to dream big and find their greatness.
That's a winning playbook for every marketer reading right now.
Boom, that's a wrap!
5 takeaways from Nike's Olympics marketing strategy:
1. Think outside the box
2. Use indirect association
3. Connect with your Target Audience
4. Work with your constraints
5. Focus on the story, not the sale
5 takeaways from Nike's Olympics marketing strategy:
1. Think outside the box
2. Use indirect association
3. Connect with your Target Audience
4. Work with your constraints
5. Focus on the story, not the sale
I talk about building digital businesses.
But most people don't know that I made my first $10,000 on the internet as a ghostwriter—which ultimately led me to escape the Wall Street rat race.
Here's a 5-day crash course on how to get started: x.premiumghostwritingblueprint.com
But most people don't know that I made my first $10,000 on the internet as a ghostwriter—which ultimately led me to escape the Wall Street rat race.
Here's a 5-day crash course on how to get started: x.premiumghostwritingblueprint.com
Thanks for reading!
If you enjoyed this, then follow me @dickiebush for more posts on digital writing and digital businesses.
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If you enjoyed this, then follow me @dickiebush for more posts on digital writing and digital businesses.
Then, I'd appreciate it if you jumped back to the top and reposted the first post to share it with others: x.com
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