Digital Digest Assignment. Digest #1 Winter 2023.

1. Digital Digest #1
Just do it
Raphael Viana França

2. Background
• Founded in 1968 as Blue Ribbon Sports by track-and-
field coach Bill Bowerman and Phil Knight, his student
• In 1978, the company was renamed Nike, Inc.
• The brand became more popular due to athlete
sponsorship like Bo Jackson, Michael Jordan, Andre
Agassi, Pete Sampras and Monica Seles
• Nowadays, Nike is the tenth leading brand worldwide with
a value of 50.29 billion, behind brands such as Apple,
Amazon, Google and Coca-cola. And ahead of others like
McDonald’s and Tesla.
Source: https://www-statista-com.libaccess.senecacollege.ca/statistics/264826/most-valuable-brands-
worldwide-in-2009/?locale=en

3. Inclusive Campaigns
• Nike believes that people with different backgrounds
make a stronger company.
• Nike encourages everyone to practice sports with no
exceptions.
• Nike is committed with Inclusion and diverstity.
• Nike is a brand that fights for the rights of women,
black people, LGBTQI+ and people with disabilities.

4. You can’t Stop us
• Nike launched this campaign in 2020.
• It was a multichannel propaganda, posted on Twitter,
Instagram, Facebook and Youtube.
• It was an incredible success and had millions of
visualizations in a few days.
• It was focused on diversity, social justice and
collectivism.
• Nike won the honor of Outstanding Commercial at
the 73rd Annual Emmys in 2021.

5. You can’t Stop us

6. References
• https://www.south-wharf.dfo.com.au/news/203102/nike-training-club-you-cant-
stop-us-203102
• https://6abc.com/new-nike-ad-viral-commercial-covid-19-diverse-
athletes/6347453/
• https://www.cnn.com/2020/07/31/business/nike-video-ad-you-cant-stop-
us/index.html
• https://www.linkedin.com/pulse/inclusive-branding-case-study-nike-lane-jones-
brand-strategist
• https://www.marketsmiths.com/2020/inclusive-controversial-innovative-how-
nike-became-the-most-influential-apparel-brand-in-the-world/
• https://www.mediapost.com/publications/article/366945/nikes-you-cant-stop-us-
from-wk-wins-outstand.html
• https://adage.com/article/advertising/nike-you-cant-stop-us-wins-2021-
outstanding-commercial-
emmy/2365321#:~:text=Nike's%20'You%20Can't%20Stop,the%202021%20Out
standing%20Commercial%20Emmy&text=By%20Ann%2DChristine%20Diaz.,P
ublished%20on%20September%2014%2C%202021.
• https://www-statista-com.libaccess.senecacollege.ca/statistics/264826/most-
valuable-brands-worldwide-in-2009/?locale=en