Finding greatness again

Happy Friday,

How was your last two weeks? 

Are you enjoying the Olympics? 

Celine Dion's opening number, a month after releasing a poignant documentary about her battle and wanting to return to the stage.  

Or the powerful Simone Biles, 2 medals already on her neck and another 3 in reach,  after having the courage to say I need a break and showcasing the importance of mental health.

19 days where the world belongs to sports, grit and personal achievement.

And where brands are also battling for gold, 

The "Just Do It," launched in 1988, was conceived to deliver inspiration and innovation to every athlete in the world. A symbol of courage and inspiration, the poster child of the hero archetype demonstrated year after year after year at every campaign.

The Olympics, even without being a sponsor, has been a key moment for Nike to celebrate its brand mission: 

• London 2012 - "Find Your Greatness" 

• Rio 2016 - "Unlimited"

• Tokyo 2020 - "You Can't Stop Us" 

And yet, just released a polarizing activation for Paris 2024 | Winning isn't for everyone. Making a hard turn in tone and manner, becoming the rebel instead of the hero archetype.

Surprise? I'm not.

Overly focused on DTC and distribution, Nike has lost half its share value since the arrival of John Danahoe in 2020 and, more importantly, lost focus on its most prized possession: its brand.  

Being known by everyone (awareness) and no longer for anyone (consideration and intent to purchase) is a brand kiss of death. 

Forcing them to stir the pot in the hope of being considered again.

Too many promos, outlets, licensing, and everything else around it can work in the short term, but brand work will always deliver sustainable growth. Something tells me a new CEO will start at Nike very soon, and its first move will be to reinvest in brand work.

Until then

See you next week