The Strategy of Relevance. Just Do It.

So, you're Nike.

Sort of like being Coke or Pepsi. You're big. Your position is obvious, even if a bit difficult to articulate beyond a tagline. You've carved your space. Consumers know who you are and like you for a short list of functional reasons and a longer list of emotional (or at least, less rational) reasons they aren't really aware of, but that's the story.

What do you do?

You stay relevant. Really, really relevant. And you maintain your position within that context. if I'm that brand manager, I better be so on top of everything going on in (sports) culture, like yesterday. And then I better get one step ahead and have a dynamic position on it.

Like they did with Tiger's dead father speaking to him from the grave. Uh, no, actually that was bad.

But this is good:


Just to be clear, this would be BAD if it were for just about any other brand. But, Nike can not only get away with this, it HAS to get away with it. And not only get away, but steal the show on a breakaway lay up.

Insight: Nike consumers are sports fans who like to be at the top, of the moment and run with the winning team. Strategy: leverage one of the winningest, of-the-moment teams and a player who's about to get his 5th ring.

Production here is nice, but not too slick or modern to detract from the player or the beauty of the baskets being sunk, which is what real sports fans want to see; and it has an appropriate throw back feel that says we get this whole basketball culture thing.

There's no product plug and Nike branding goes virtually unnoticed until the end (no one's picking up on what shoes the guy is wearing when he makes a slam dunk, sorry), but this works.

Of the moment and ON STRATEGY (for Nike). But don't try this at home.