Nike has built its brand around storytelling focused on great products, athletes, and stories. Some key elements of Nike's storytelling include showing an emotional connection with viewers, depicting challenges and overcoming doubt, and inspiring viewers to achieve their dreams through hard work. Notable examples include commercials featuring LeBron James, a video about a teenager's letter inspiring the Nike FlyEase shoe, and the Margot vs. Lily YouTube series complementing marketing campaigns.

1. Digital Marketing
NIKE
Group 9

2. NIKE ADVERTISING HISTORY
1976: NIKE printed its 1st ad
Didn't’t feature the product
Relied on an emotional
connection with sports
1982: 1st TV
commercial
2012: NIKE became
official sponsor for
apparel for the NFL
1984: Nike’s best PR
decisions was signing
Michael Jordan as a
celebrity endorser
1988: “Just do it”
tagline was born. 2007, NikeSB released a
Skateboarding video titled
“Nothing But The Truth”
2005, Nike released
a series of ads aimed
at women athletes
2016: Apple & Nike
launch the perfect
running partner,
Apple Nike+
2006: Apple &
Nike release
Nike+

3. NIKE: Storytelling
TOGETHER

4. Storytelling
THE NIKE MARKETING FORMULA
Nike has built their entire brand on 3
core principles:
Great Products
Great Athletes
Great Stories
GREAT STORIES
Tell a story, make it personal
Reach in a way that they immediately
feel like “you are talking to just them”
 Tell a compelling story
Get them involved
5 rules of great Nike storytelling
 Challenge : First they try to make a connection with the viewer by using everyday scenes or
emotions that everyday people go through on a regular basis. This is how people around the
world feel, and it is just the same with ‘the stars’. This first step is the ‘connection’ with the
audience using the message: ”We are just like you!”.
 Game : The game starts… There is a lot going on – action, fighting, team work … Those are
all reasons why you love sports.

5. 5 rules of great Nike storytelling
 Doubt and suffering : This is a very important stage in the commercial and it depicts the main
character when he/she “hits the wall”. He/she loses, falls to the ground, he/she is in pain, the
coach yells at him/her, the fans are furious at him/her… Those are all scenes and emotions that a
regular person can easily relate to. In that sense, the commercial sends a message to everybody,
especially the athletes (who are at the same time the potential buyers of the product being
advertised).
 Faith in yourself : This is the stage where the main character returns his self-confidence. He/she
tells himself/herself: ”I can take it.”, ”I know I can do it.”, ”I am better than all the rest.”, ”I will
motivate and lead the rest of the team.”, ”I will give all I’ve got in this game.” …This is what gives us
hope and makes us believe in our own abilities as well. ”If he/she could do it, I can do it. Let’s go!”
 Win : He/she will eventually win (with a little help from Nike, of course).This is what we all hope for
– to achieve greatness and live up to our potentials. That’s exactly what Nike tells us through its
commercials – buy the equipment, stick to it, do not give up no matter how hard it gets, because, in
the end, you will be the winner!

6. NIKE: Together
LeBron James
 NIKE create great content and share it
with people.
 Their LeBron James commercial was a
great commercial with a beautiful story
about LeBron, his return to Cleveland
and his passion for basketball and the
city as well!

7. Hello!
I am Jayden Smith
I am here because I love to give presentations.
You can find me at @username

8. TAKE IT TO THE NEXT LEVEL
“From now on I’m gonna train every day eat good and play my heart out every match and then i
will make my dream come true…”
 One of the most successful advertisements of Nike-TAKE IT TO THE NEXT LEVEL
 advertisement tells the story about how a young soccer player chased his dream by
working hard. Although he failed several times and he was depressed every time he lost
the games, he still kept believing his dream and achieved his goals step by step.
 Biggest advantage:
• it was shot in the first person angle so it could bring the audience into the story.
• impressed by the main character’s hard work
• surprised by the powerful supporting cast such as Rooney, Ronaldo and Sneijder.

9. when Matthew Walzer—a 16-year-old junior from
Parkland, Florida with cerebral palsy—sent Mark
Parker(CEO) a letter in 2012, he could have never
guessed that it would result in the Nike FLYEASE.
profoundly personal storytelling
In his words, "My dream is to go to the college of
my choice without having to worry about someone
coming to tie my shoes everyday."
Flyease Story has been shared 27,000 times in just
1st week.
‘Flyease Story’ for Nike was an online video
branding, reaching deeper into the relatable.

10. Original YouTube series Margot vs. Lily
 In 2016, Nike created a YouTube series to
complement its marketing campaigns.
 Margot vs Lily centres around two
sisters, and it features Nike merchandise
like shoes, workout gear, and Nike+
technology.
 It also directs viewers to the
#BetterforIt website, which contains
more detailed content for those
interested in initiating and improving
their fitness journey.
 it’s not just an extended ad, the show has
a compelling story that’s actually fun to
watch!
 the series has received over 80 million
views, leading to increased downloads of
the Nike+ Run and Training Club, as well
as greater activity and purchases by
existing members.

11. Roger Federer
 Within the spot you’ll find
Federer attracting a numerous
amount of eyes as he competes
in a competitive tennis match.
As the crowd anticipates the
end, they all slowly gear up for a
game of their own just so they
can mimic the moves of the 18
Grand Slam title holder.
 Roger Federer has been a true
influence to his followers all
around the globe.
 NIKE has recently visualized this
inspiration to a new ad dubbed
“The Roger Effect.”

12. THANK YOU