The word "CRAZY" just explains everything about the marketing and strategy of the genius people working behind Nike. It was clever, and unexpected and will inspire you to try this brand believe it or not.
In addition, the marketing was so innovative in constructing their ideas and timing properly with the help of the negative critics, the media, and the loyal supporters of the brand. The impact of using a controversial influencer or athlete in their ads just makes a lot of sense plus they were able to communicate for free with a very large group or organization in an instant thru social media platforms.
Also, with the help of social media in sharing a lot of these campaigns by just simply posting the link and multiplying the viewers to millions in just a few days when the "Crazier" video ads of Nike were released. This was so effective, and it delivers a lot of a consumer's feelings, experiences, and thoughts about their brand.
Nike, a brand as strategic and powerful, Colin Kaepernick’s appearance was unlikely an unusual decision; it was likely a massively strategic decision that was, by design, tethered to the brand’s identity. So, set aside the controversy for a moment (are we all crazy?), and this is another example of a brand that knows what it is, plain and simple.
Moreover, Nike always made the right choice in picking a brand ambassador, public figure, or influencer to showcase their cause whether it's for their brand's sake or helping to support a controversial case. It is always a WIN-WIN situation for this kind of scenario that benefits Nike. Serena Williams, was a great example too, as all of the great achievements she has done throughout her career are CRAZY!
As of this moment, Lebron James, who signed a lifetime agreement last 2015 with Nike for his own brand "Lebron" signature shoes, a known brand similar to the "Air Jordan" signature shoes from the great Michael Jordan (also from Nike), is on the verge to eclipse the all-time NBA (National Basketball Association) record for total points this month. With this once-in-a-lifetime milestone or a great event, I believe that he will be chosen to be the lead public figure in the next coming Nike Ads, due to his unbelievable achievements in playing basketball for almost 20 years and counting.
My overall perspective about these excellent marketing techniques is that it's crucial to define your company's culture and values at the same time that you're creating a brand image. It might not seem sincere if they are not supporting the social cause being promoted or are changing as a result of it. Conversely, Nike has long advocated for the participation of people of all sexes, ethnicities, religions, and races in sports. That is why seriously Nike is crazy and it makes us crazy now, later, and in the future.
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