#4. ADVERTISING ANALYSIS

Nike:

"Never Too Far Down, You Can't Stop Us"

If any company knows what it is like to have all kinds of ads: the good, bad, and controversial, it is Nike. Nike has been known to create advertisements that spark excitement, anger, love, and division. Many "boycotts" have been started after seeing a Nike commercial that does not fit many people's narrative, but there has also been inspiration and representation in Nike ads that make both people and athletes feel like they belong. 

Nike's latest ad, title "Never Too Far Down, You Can't Stop Us", has once again pulled on the heart strings and inspired athletes both young and old. The advertisements strikes a nerve with many people, especially after over a year of professional sports either being cancelled completely, being played without fans, and overall just not being the same.

 

In the video, LeBron James narrates what it is like to come back against all odds in any type of sporting match. Fittingly, the ad also aired during Tiger Woods' return to the golf course in 2020. While the ad was not released this year, I felt that it was a good marketing area to look at. Nike, among other companies (many of them being sports related) often plays into the empowerment and inspiration part of marketing. The ads may feature athletes who are coming back from an almost career ending injury, players who were usually undefeated who lost a game or a match, and even families or "regular" people who use the brand as a way of cheering up and feeling stronger. This was especially seen and highlighted in and after 2020 because of the hard year everyone had just gone through.

I think Serena Williams summed this feeling up nicely in her quote referring to the ad: 

"Sport is the one thing that’s true, it doesn’t matter what you look like, where you’re from. Everything is left out in the arena. For me, I put it all out there on the court as a player, but it also feels that way as a fan. You feel that joy when someone you’re rooting for wins. That’s because of the unity that sports bring us."

While some people may see this form of ads and marketing as played out or tired, Nike shows the true definition of the phrase, "If it ain't broke, don't fix it". Consumers continue to feel a connection to these types of ads and, in return, continue to shop at and buy the products from these brands and companies. Overall, being a sports lover, I usually really enjoy ads like this because it allows me to see my favorite athletes in a vulnerable position as well as feel connected to people who usually seem like they live in a completely different universe than me.