June 10, 2014
Nike: not quite the zeitgeist
Nike’s immensely expensive and very impressive 5 minute cartoon for the World Cup is sweet – and perfectly on brand. Anyone who has ever tried (even a little bit) at any sport knows that you do have to “Risk Everything” if you want to be a Great Player. It’s a fabulous strategy. See film:
My quibble is less about brand strategy and more about current affairs. Watch the cartoon and ask yourself this: how many football fans are worried about perfect clones who can play better than risk-taking Footie Stars? Answer: nobody. Now ask yourself how many fans are worried about FIFA and its increasingly indefensible values – or lack of them? Answer: a fair few.
Real football fans wish that they didn’t have to conspire with the world of Blatter to see a great game on TV. That is the zeitgeist, and the first brand to dare shout it out will win a global stadium full of friends for life. Opportunity knocks. But for who?
2 Comments
Without going into too much detail about FIFA and the way they go about things, (I think this video touches on some important points, albeit wrapped up in a talk show format https://www.youtube.com/watch?v=DlJEt2KU33I) I’m not surprised to see a number of sponsors calling for further investigation into the Qatar 2022 situation. Brands cant afford to be in any way associated with an organisation who is turning a blind eye to human rights.
However, the sponsors aren’t entirely free of blame here either. I don’t think it will have been FIFA who pushed for a reverse of a decade-old ban on beer sales within stadiums http://www.bmj.com/content/348/bmj.g3772
Thanks Jordan – this comment got stuck in spam-land for a while, but you make some interesting points. Will check out the links. All the best. Mark
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Brand refreshment is probably overdue:
5 months ago
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