Nike aims to inspire Indians to discover the athlete within themselves by overcoming barriers to sports participation. Currently, Indians often give up sports due to societal and financial pressures. The campaign idea is called "No Barrier Too Big" and will highlight the stories of Paralympic athletes who succeeded despite challenges. The experience journey includes a digital ad, social media contest to generate ideas to promote sports in India, meeting the Paralympic athlete Mariyappan Thangavelu, and encouraging sharing about the event online using #nobarriertoobig to spread the message.

2. ASSETS GOALS
EXPERIENCENEEDS
• Distinctive Marketing Activities
• Extensive R&D efforts to develop
premium designs
• Product differentiation across
various categories
• Extensive manufacturing and
distribution capabilities
• Tagline – Just do It
• Celebrity brand ambassadors
• To become the leading sports
brand in the world by
reinforcing its position as an
innovator and technologically
savvy marketer in the
sportswear arena
• To make their presence felt in
more Sports Events globally
• Groundbreaking footwear and
apparel with cutting edge designs to
foster the best performance in
athletes
• Distinctive branding to appeal to
sense of status within consumers
• Great quality of products
• Long lasting relationships
• Makes one feel confident
about one’s self
• Very high User Engagement
ASSETS, GOALS, NEEDS, EXPERIENCE

3. Seek
Involve
Act
Share
People who want to take up a physical activity or sport always
search for equipment. Nike should have top of the mind recall when
these customers search for such equipments. This can be achieved
through aggressive ad campaigns.
Customers should be given
complete information about the
product before their purchase.
They should be able to touch and
feel the product.
Give them the Nike experience
through the Nike+ app.
Customers can join the Nike+
club and get access to training
programs.
The customers should have Nike in their mind when it comes to any
future sports related purchases. This can be made possible by
enriching their shopping experience.
Nike should be able to retain the
customer and make him/her a brand
advocate. Nike should have a platform
for this. This can be achieved by way
of a customer review block under
each product listing.
Visibility on social media platforms
like Facebook & Twitter for customers
to interact, provide feedback and
make recommendations to their social
groups

4. TARGET GROUP
DEMOGRAPHIC PSYCHOGRAPHIC
He/She was or is a sports enthusiast and was once passionate about sports.
They are aware of different variants of sports and may participate in different
sports or athletics occasionally. However, they are defeated in motivation and
will due to lack of proper formal training facilities, equipment, financial
capability and have fallen prey to family and societal pressure to conform to
set standards and lead a conventional life, far removed from the uncertainties
of the life of an athlete. Their passion for sport has been buried under the
nitty gritty of regular life. They don’t need to be reminded of their innate
longing and attraction towards sports to become established athletes
themselves, but to enjoy the joy of participating in sport regularly once
again. They need to discover the athlete within themselves again and regain
a part of themselves, which they lost over the years, while trying to fit in.
Age: 21 to 40 Years
Gender: Both Male and Female
SEC: A1, A2, A3, B1
Tier 1 and Tier 2 cities

5. Most people treat sports as a hobby or activity
which is ancillary to academics
Fitness
Hardwork
Hobbies
Very few people consider taking up sports seriously
as a profession
Most people only play a sport till school or college
level and later shift to going to the gym for fitness
Athlete
Training
Stamina
Cricket
Football Energy
Team work
Exhilarating
Most people above the age group of 30 prefer
going to the gym or zumba than taking up a sport
“I wanted to play cricket for
the nation but my family
wanted me to pursue
engineering instead”
“I used to be a state level
swimmer in college but I
couldn’t pursue it post
marriage and kids.”
CONSUMER RESEARCH FINDINGS
SPORTS

6. Innovation and Inspiration for everyone to
discover the athlete within themselves
Brand believes in action, positivity and the
will to overcome any barriers encountered
The power of pushing limits to achieve goals
Strive to “Just Do It” - rather than wait for
things to fall into place
CONFIDENCE PASSION ATHLETICISM
BRAND DYNAMIC

7. BRAND DYNAMIC
A BRAND LIKE NIKE...
Nike’s mission is to harbor
innovation and inspiration for
everyone to discover the athlete
within themselves brand values of
energy, focus, innovation, and
confidence with a will to conquer all
hurdles.
Bringing sports to the common man
and woman who faces multiple
hurdles in the form of social,
financial and cultural pressure to
give up playing
Nike encourages one to believe that
there is no barrier too big to follow
one’s passion for sports.
Overcoming hurdles to emerge a
winner.
CHALLENGE FACED IDEAL BEHAVIOUR

8. Cultural Dynamic
• Sports is given up for academics, career, family or
due to societal pressure
• India is not a sporting nation and there is lot of
struggle and hardships if you wish to succeed. Thus
lack of financial resources often keep people away
from sports
• Illness and injury halt or put an end to sports as a
career or hobby
• Self doubt and apprehension of being ridiculed often
act as barriers to physical activities
Indians surrender sports too easily when
faced with hurdles or challenges in life.
They need to be inspired to overcome
all obstacles.
CULTURAL DYNAMIC
TRENDS IN INDIA CULTURAL DYNAMIC

9. BRAND DYNAMIC
Nike aims to inspire everyone
to discover the athlete within
themselves
CULTURAL DYNAMIC
Indians surrender sports too
easily when faced with
hurdles or challenges in life.
They need to be inspired to
overcome all obstacles.
IDEA YOU LOVE TO SHARE
BRAND COMMUNICATION STRATEGY
NO
BARRIER
TOO BIG

10. BRAND COMMUNICATION STRATEGY
IDEA YOU LOVE TO SHARE – NO BARRIER TOO BIG
India isn’t a sporting nation. Sports at best is considered a serious hobby, let alone a career
prospect. Cricket is the only sport that is considered worth pursuing professionally. Hence, the
Indian population has more reasons to quit sports during various phases of their life, than
continuing on the challenging path of becoming an athlete. The dwindling financial support and
sponsorship for athletes, societal pressure, lack of training facilities and motivation, force talented
prospective sports stars to settle down for a conventional job, in order to take care of themselves
and their families. Needless to say, sports is an expensive prospect and requires quite a handful
amount of investment, both mental and financial.
However, amidst such challenging circumstances, Indian Paralympic athletes, achieved the zenith of
sportsmanship in Rio Olympics 2016, overcoming all physical, financial and mental barriers. Nike,
via the “No Barrier Too High” campaign wishes to inspire the general Indian mass to realize their
passion and live their dream by participating in sports once again as a collective, by drawing
encouragement from the uplifting stories of the Paralympic athletes like Mariyappan Thangavelu. It
is one small step in realizing Nike’s big dream of making India, a sporting super-power.

11. THE EXPERIENCE JOURNEY
1.Discover - The consumer will first hear about the
idea via a digital ad released on Youtube and shared
on all social media platforms. Tweets will be sent out
from Nike India and Mariyappan Thengalvu’s (Indian
Paralympic High jumper) Twitter handles which will
be retweeted initially by influencers.
2.Involve – A social media campaign will be launched
where people will send ideas on the best ways to
make India a sporting nation and Nike goodies will
be handed out to five lucky winners.
3.Act – Winners of the social media contest will also
get to meet Mariyappan in person and have a
custom-made Nike jersey presented to the winners by
Mariyappan
4.Share – A selfie zone with Mariyappan will be provided at
the event. Fans and winners alike will share on social media
about the event via a Twitter war campaign with the
hashtag #nobarriertoobig and essentially talk about how
India’s Paralympic athletes excel in sports while facing
physical and financial barriers along with lack of
international facilities.