Having just finished my afternoon run, I came across Nike's new ad for the Nike Trainer One, which read "This shoe works if you do." My first thought after reading it, "Brilliant!"Today, BrandWeek wrote about this ad and its retaliation to the popular toning shoes introduced by companies like Sketchers and Reebok. These toning shoes have generated considerable increases in revenue for these organizations, and the article suggests that Nike missed the boat and should have created a toning shoe to meet women's needs, and the ad was in defense of them not creating one of these shoes.
Well, I couldn't disagree with this more. Sure, maybe Nike missed the "opportunity" to create a toning shoe, but, if this is true, I would consider it a blessing in disguise. If Nike had created a toning shoe, an athletic shoe designed to make working out "easy", it would have gone against Nike's core brand philosophy of Authentic Athletic Performance. There is no authentic athletic performance in trying to get in shape without sweating.
Nike is about striving for excellence; being the best; going out there and Just Doing It! I mean look at this recent ad for the Write The Future campaign - there is nothing in this alluding to making athleticism easy:
It would be completely backwards for Nike to create an athletic shoe for people trying to avoid "Just Doing It".
However, the toning shoes make perfect sense for Reebok, who is repositioning itself as the sports brand that makes sport fun and approachable for everyone. But Nike is about being competitive, willing to go through the hurt and be the best. Walking around to tone doesn't fit the mold.
It's no wonder Nike is the market leader. In my mind, they are crystal clear on who they are, and they are willing to make the appropriate trade-offs to maintain their brand philosophy.
Just like the ad suggests, the quick fix is sticking to the fundamentals - in the case of branding, the fundamentals are your philosophy!
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Great example of brand integrity! I love that Nike is sticking to its brand philosophy both with products they sell and how they choose to market them.
ReplyDeleteThank you for this article. That is certainly all I can say. A person certainly make this website straight into a great gift. You obviously determine what you are doing, you've got covered so many bottoms.Cheers!RS Gold
ReplyDeleteut Nike is about being competitive, willing to go through the hurt and be the best. Walking around to tone doesn't fit the mold.
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Nike is really a good brand around the world. I am agree with you that it's no wonder Nike is the market leader. In my mind, they are crystal clear on who they are, and they are willing to make the appropriate trade-offs to maintain their brand philosophy.
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