Has Nike Found Its Greatness? Not Yet in This Ad Campaign

I’ll admit, when the U.S. women’s soccer team put on their Nike “Greatness has been found” t-shirts immediately after winning the gold medal match at the Olympics, I didn’t like it.

I felt it was rude to the losing team (Japan), and I thought the slogan was obnoxious.

My mind hasn’t changed about the women’s soccer team putting on their shirts, but I have found an appreciation for Nike’s campaign. Maybe you have too?

If you haven’t yet seen the “chubby kid” commercial (starring regular kid Nathan Sorrell) drawing both praise and criticism all over the Web, here it is:

“Find your greatness.”

Meh. It’s kind of a dull slogan. In context, however, it’s super-positive and could be used well by Nike to help boost teen/youth self-esteem.

Bullying is such a major issue these days, and our kids need positive messages and role models to believe in. That’s why I love this ad.

Kids need to know they’re great—just by being born, they are fantastic. Heck, many adults still need to know this too.

Sorrell’s “Jogger” ad goes very well with Nike’s Mark Cavendish ad—the message within his is that despite the negative things people said, he found success. He used their words as motivation.

Kids need to know that other people’s words do not determine their future or their worth.

If anything, I think the criticism of the “Find Your Greatness” campaign should be that it doesn’t go far enough.

In their press release introducing this campaign, Nike doesn’t even seem to understand the potential for this campaign’s greatness. Greg Hoffman, Nike VP of Brand Design & Communications, said:

The idea behind ‘Find Your Greatness’ is simply to inspire and energize everyday athletes everywhere to celebrate their achievements, participate and enjoy the thrill of achieving in sport at their own level.

Nike is such a powerful company, this campaign could be so much more. They have sharing aspects in place, but the social sharing seems to be focused more on Nike tools than on social good.

And that’s fine. It’s completely their own prerogative, but I just wish they used these ads and social sharing as just a start. Team up with schools and turn part of it into a drive to:

  • Reduce obesity in kids
  • Counter bullying in schools and on playgrounds
  • Boost self-esteem in youth and teens

The possibilities here seem too good to pass up. Nike does have a history of supporting kids and communities, so hopefully, they will use “Find Your Greatness” as another way to help even more.

Or, if Nike’s not up to the challenge, maybe schools and parents can use this message to start helping kids on their own.

What about you? Any ideas on how to make this “great” campaign even better?

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