3. Campaign key message
To simply motivate and provide the energy required
for all common athletes, wherever they may be, to
celebrate their accomplishments, participate in
sports, and experience the excitement of achieving a
result, each at their own level.
4. Objectives of the campaign
To inspire all athletes, not just professional athletes, to fulfil their goals
and achieve success by always improving themselves.
To showcase that athletes' persistence and spirit of battling through
adversity will triumph.
For consumers to achieve their own greatness with or without the help
of their Nike plus product line
Nike’s campaign was a priceless way to market their brand and cash in
on all the Olympic hype
5. Communication channels
Social media and digital channels
Global YouTube and twitter homepage
promotion
Billboards
Television in 25 countries
Image: https://news.nike.com/news/nike-launches-find-your-greatness-campaign-celebrating-inspiration-for-the-everyday-athlete
6. Marketing Strategy
They're not just selling a product; they're selling a dream through emotional
Earn word-of-mouth by creating compelling and emotional content
Motivational, while continuing to promote the brand’s product
To portray Nike as a timeless brand
Social media through engaging content
7. My thoughts on the campaign
Nike's decision to launch a campaign so soon to the Olympics was, in my opinion, a brilliant one.
Although it was a risky move, given that Nike was not even a principal sponsor of the Olympics, I
believe it drastically transformed public perception of Nike's target market. By showcasing largely non-
athletes throughout the ad videos, it demonstrates that everyone can be great, regardless of their
physical ability.
The ad's headlines emphasize the company's philosophy that the average individual should pursue
what makes them special. Many people nowadays believe that the "best of the greatest" reached
brilliance in some mysterious method that is practically impossible to comprehend for the normal
person.
When we should be focusing on what makes each of us wonderful, we put others' accomplishments
into perspective. Furthermore, the campaign encourages us as a nation to become healthier by
incorporating more physical activity into our daily routines.
8. References
Paris, M., 2019. The Story Behind Nike's Promo, "Find Your Greatness" - The Sports Column | Sports Articles, Analysis,
News and Media. [online] The Sports Column | Sports Articles, Analysis, News and Media. Available at:
<https://www.thesportscol.com/2019/01/the-story-behind-nikes-promo-find-your-
greatness/#:~:text=In%202012%2C%20Nike%20launched%20a,Olympic%20games%20in%20London%2C%20England.>
[Accessed 25 March 2022].
News, N., 2012. Nike Launches "Find Your Greatness" Campaign. [online] Nike News. Available at:
<https://news.nike.com/news/nike-launches-find-your-greatness-campaign-celebrating-inspiration-for-the-everyday-
athlete> [Accessed 25 March 2022].
Maržić, D., 2016. [online] Core.ac.uk. Available at: <https://core.ac.uk/download/pdf/197677383.pdf> [Accessed 25 March
2022].
