Nike-grade marketing

Nike is one of those brand names everyone in marketing aspires to work for. It’s a beacon of creativity, a pioneer, and an example of single-mindedness. So just what is it that defines Nike-grade marketing?

Just do it

In three words, the brand encapsulates a mood and an inspiring call to arms. This ensures it stands out in the same-y sports apparel sector. Nike barely feels like a player in its category because it’s created a unique and distinct universe. As a result, it stands with other world class brands like Apple, Amazon, Google, McDonald’s, Visa, Coca-Cola.

A global brand that thinks locally

A striking aspect of Nike’s success is the way it’s adapted to each local marketplace. Across Europe they’ve run very knowing and playful advertising. Ideas that recognise the passion surrounding the beautiful game, and the personalities in each league.

A dream come true

At Craft we were delighted to be chosen to work with Nike on four separate occasions. We employed smart positioning, eye-catching social media tactics, and pithy copywriting across retail and online. In 2017 we helped to launch the new Atlético de Madrid kit with the pugnacious line Luchamos Juntos. (Literal translation ‘we fight together’). That same year we also helped announce the new kit for Sporting de Gijón. This featured the line La union nos hace fuertes (literal translation ‘the union makes us strong’). 

We also created a very stylish insert printed on premium card for the new FC Barcelona shirt. This was sent to key football influencers and included a short history of the kit and an invitation to share content.

A watershed moment

Perhaps one of our proudest achievements, working with the Nike brand, was to be part of the 2019 match between Atlético Madrid and FC Barcelona Femenino. At the time, this game boasted the highest attendance for any women’s match ever. Nike asked us to celebrate the sell-out event on its social channels worldwide and we were thrilled that each post attracted over 500,000 likes. We really felt we were part of a seminal moment in history.

Choose Nike-grade marketing

Whatever your brand, whatever your market, it’s worth getting copywriting help from people who’ve learnt from some of the best brands in the world. As well as Nike, Craft has worked on Apple Retail’s tone of voice, created CRM work for Microsoft, updated brand messaging for Hitachi, built a content strategy for Allianz, and written thought-provoking white papers for HP. We also work with a host of less famous brands, doing our utmost to increase their profile and visibility and provide them with Nike-grade marketing.

To find out what Craft can do for you, please get in touch. We’d love to hear from you at hi@craftwords.com.