The film rolls back the clock through Nike’s past as the company expands sport for a new generation over the next half century.
The sneaker industry is in a moment where an entertainer can sell more shoes than an athlete. That isn’t a diss or hating, it’s a fact especially for brands relying on limited release strategies. I’ve documented the decline of signature sneaker sales from basketball players. I’ve lamented the lack of support around women athletes and talked about how it was Rihanna that led to a resurgence in interest around Puma. New Balance’s current rise is more aligned with a limited release strategy and fashion. adidas is Yeezy in the U.S., but they are sport in the international market.
This is the reason both adidas and Nike dominate the sports market so thoroughly and in such geographically different places. adidas is soccer around the globe. The brand is locked in amber in the U.S. as their sport DNA is considerably lacking and ultimately this creates a long-term issue for the Three Stripes in the U.S. Fashion is fleeting and requires constant investment of both time and resources. One problem with the entertainer and sentiments can shift.
Nike has considerable influence worldwide, but even as the influence of sport has waned with their signature athletes, Nike continues to remain in its pocket of power solely because of sport. Entertainment is additive, not the driver. Sport is Nike’s “not so secret” sauce and in their 50th year they have doubled down on their flavor.
https://www.youtube.com/watch?v=KL18rV-dfYg
Featured Athletes
Andre Agassi, Giannis Antetokounmpo, Charles Barkley, Sue Bird, Sky Brown, Kobe Bryant, Joe Burrow, Luka Dončić, Kevin Durant, George Gervin, Kirk Gibson, Ken Griffey Jr., Mia Hamm, Sabrina Ionescu, Bo Jackson, LeBron James, Michael Jordan, Colin Kaepernick, Sam Kerr, Chloe Kim, Rayssa Leal, Blake Leeper, Kylian Mbappé, Ja Morant, Alex Morgan, Athing Mu, Rafael Nadal, Ronaldo Názario, Naomi Osaka, Steve Prefontaine, Megan Rapinoe, Ronaldinho, Cristiano Ronaldo, Joan Benoit Samuelson, Sheryl Swoopes, Diana Taurasi, Reilyn Turner, Serena Williams, Tiger Woods, Liu Xiang, Chen Ye
In this new video Nike understands the importance of fashion and they juxtapose the future with the past in a way that celebrates both and establishes how the brand will continue to drive growth and engagement via the games played by those they endorse. Where is the juxtaposition shown? Spike Lee reprises his Mars Blackmon role and introduces Zimmie, his younger counterpart. Spike rocks the Air Jordan 4 and Zimmie rocks the Off-White Air Force 1 paying homage to Virgil Abloh. The nod to fashion is subtle, the homage to sport is everything. This is an important differentiation for Nike and the truly interesting aspect is who is missing from the video. Current signature athletes for Nike include Kyrie Irving, Kevin Durant, Paul George, Giannis, Kobe and LeBron. Featured in the video, Giannis (international), Kobe (legacy) and LeBron (current leaning towards legacy). Nike momentarily used KD and declined to feature PG or Kyrie. The Swoosh instead opted to highlight Ja Morant for the U.S. market. This is certainly signaling a shift by Nike in a not-so-subtle manner.
The celebration of Nike’s 50th is a linear highlight documenting the power and influence of sport. The company even makes sure to introduce you to an athlete who signed an NIL deal with the brand, Reilyn Turner. I’ve said this over and over, sporting moments imprint, fashion and entertainment have to transcend to leave the same mark on the psyche of the world.
