Unmatched competence

A good brand communication is not just defining the category of business but also setting the right expectations among consumers, providing considerations, and setting a turf that not just informs, but inspires

Nike is one of the oldest sports brands to have a strong brand positioning. Right from inception, its journey of positioning from “intellectual guard rails” to running shoes, and athletic shoes, Nike has evolved to being one of the leading sportswear and equipment brands in the world.

If anything else, Nike’s very initialbrand gurus Scott Bedbury and Jerome Conlon, kept the brand moving in the right direction, ensuring it evolves in the right direction and does not dilute on its commitment, image, and connect with the target audience.

Ever since, Nike has maintained itself in the headlines for its marketing and advertising communications. We all know the brand not only for its over-the-top products and services but also for its connect with athletes. Through its various congratulatory ads for athletes, the brand has set a benchmark for sports franchising and sponsorship of athletes.

Right from Chicago Bulls to Roger Federer, the brand has had compelling ads that celebrate victory in a way no one ever did. Among other players that Nike has sponsored, it is most known for the world tennis legend Roger Federer. And even this time, the brand has celebrated the tennis legend’s conquest of winning eight men’s single titles at Wimbledon.

Nike’s way of saluting Federer’s new record and also his 19th major championship victory is rather overwhelming. Making a smart edit of Roger’s play, backing it up with heart-thumping music and then our favourite part – the super – the brand managed to release the 30-second spot almost instantly after Roger’s victory.

Titled ‘Ro8er’ the heart of the ad is its supers that simply say – If you are not here to cut the grass, get off my lawn. ‘Ro8er’ perfectly reflects Roger Federer’s merciless attitude in the game and his hard-nosed confidence, all of it just perfectly in just one line; that is the power a good copy can create.

That is not it; the campaign by Wieden + Kennedy has an extension that involves producing and releasing an exclusive collection of Nike merchandise with customised imprints that celebrate Roger’s 8 titles at Wimbledon. While the RF shoes have laser-carved 8 on the heel, the tees have ‘Ro8er’ logo and ‘Federer 19’ on them.

All said the legend’s achievements are too big to be summed up in just one campaign. Celebrating the champion’s career, hard work and contribution to the tennis game, the brand released yet another spot called ‘The Roger Effect’.

The dramatic ad depicts a power-packed Roger Federer game, showing how the spectators (even the referee) start preparing themselves for a match right after the game. It shows how inspired people actually get from a game that has Roger Federer in it. The ad also concludes with the super ‘Inspiration Unmatched’. And that is only true.