Paul Soon’s Post

Great campaign Nike! Comes out as a breath of fresh air! In current times, being competitive may often be construed as a behaviour that puts self above others, while essentially it has the power to uplift individuals, teams, communities and countries as much as collaboration, care and compassion can There are few things more gratifying than winning, be it in any sphere of life! Be it winning alone or winning as a team! Lastly, it is not just the outcome but the journey that makes it all the more worthwhile. https://lnkd.in/g7NJvw5k

The new Nike advert is shocking… isn’t it? Or is it? 🤔 In rugby, I used to compete with players who would headbutt me as they were about to lose a wrestling competition. They were also devout Christians. Are they a “bad” person? I guess it’s our judgement. I think it’s dangerous to exclude the essence of what the Nike advert is speaking to. I think what could be invited here is to accept that it is what can go through athletes minds. Is it true that this can co exist with the empathy, compassion, collaboration and teamwork we so often look for? It’s possible the current Nike version - if lingered upon would drive you to oblivion without acceptance and outlet & support. But I think being “delusional” and “irrational” helps many athletes. To achieve a dream do you have to be? Especially when one sets out to play rugby league, One of the toughest games there is. Many game plans we had were verging on delusional and many athletes/ I were selfish to do what they do to devote so much time to their craft. Many players would admit their aim was to hurt the opposing number more than they could them. Ultimately, what the Nike advert is showing is a snippet of an athletes entire life. None of us are wholly good or wholly bad…. Often in sport, athletes are shown as heroes. The ones who win are ‘good’ people. But under the hood there are some dark drivers in there and selfishness… not all is what appears through the tv screen and media portrayal. The advert is asking cleverly: Am I a “bad”person? What do you think? Have you ever had what we call “bad” thoughts? When we want to be a whole person, it means accepting the dark as well as the light. Nike may be moving us toward the whole truth and nothing but the truth 🤩 Carl Roger’s says that “the curious paradox of change is that once I accept myself, then I can change”. How would you react if an athlete said this to you in real life? I’d say crack on…. https://lnkd.in/erheipZP

To this day working on Nike's advertising campaigns is one of the highlights of my career. It is a brand I immensely admire for its ability to bring the best in anyone, and push people to new heights. Just Do It isn't just a slogan, it's a generational creed. So for the life of me I cannot understand how it can put out this ad, supposedly for the Paris Olympics. Instead of celebrating the athlete in everyone (like we did on the London 2012 campaign, Find your Greatness), instead of pushing people to be their own best, instead of elevating the values of sportsmanship and Pierre de Coubertin's message, Nike choses to separate winning from any of us, and only make it something that crowns the worst in people. Oh and one more thing, nearly 15,000 athletes are engaged in the Olympics and Paralympics competitions, are they not marketable enough that we need to see Cristiano Ronaldo and Mbappe? #Nike #Olympics #Marketing #Creative #Fail https://lnkd.in/gRQDKtXg

https://lnkd.in/gRDSiKBR Zig When Others Zag. Nike's latest campaign for the 2024 Summer Olympics has caught my attention as a branding creative and art director. While the Olympics traditionally celebrate excellence, respect, and friendship to build a better world through sport, Nike has decidedly 'to be a winner' one must 'be the villain' ! The campaign, narrated by Willem Dafoe, embraces a ruthless drive to win: "I'm irrational, I have zero remorse, I have no sense of compassion," Dafoe growls. "I'm delusional, I'm maniacal. You think I'm a bad person? Tell me." This stark contrast to Olympic ideals is precisely what makes it brilliant. Nike is reclaiming its edge, going back to its roots as a brand known for peak athletics performance - tapping into the raw, sometimes darker side of athletic ambition that propelled them to the top. While the naysayers might argue approach could alienate casual fans who value sportsmanship over cutthroat ambition. As a creative, I am super thrilled to see Nike take risks. It is a masterclass in standing out - zigging while others zag. Nike proves that sometimes, the most powerful message comes from embracing your roots, even if they ruffle a few feathers. And yes, did I mention Willem Dafoe’s Green Goblin over-the-top narration? Absolutely kickass. #BrandStrategy #CreativeAdvertising

**Nike's 2024 Olympics Campaign: Winning Not for Everyone? Really? Nike’s recent Olympics campaign declares that “winning isn’t for everyone.” Wait, what? The brand known for “Just Do It” and embracing every athlete now hints at exclusivity? It’s a bit like telling a marathon runner, "Thanks for trying, but the finish line isn't for you." This shift feels like a departure from Nike's core message of inclusivity and determination. Are we witnessing a bold new direction or a drift toward narcissism? It’s as if the motivational coach suddenly decided to play favorites. Yes, it’s still early days, and maybe there's a deeper narrative yet to unfold. Nike has always been a master of storytelling, but this initial vibe feels a tad off. Will this resonate with their diverse and loyal fan base, or is it a misstep in their brand evolution? Let’s keep an open mind and see where this goes. Change can be good, but staying true to the essence of what made you great.... That’s crucial. What are your thoughts? Is Nike redefining motivation, or are they straying from their roots? #Nike #Branding #Marketing #Innovation #Advertising #Inclusivity #Leadership #BusinessStrategy #ConsumerBehavior #Storytelling #BrandEvolution #CorporateIdentity #Motivation #Athlete #Fitness #Change https://lnkd.in/guHrKW_d

Nike's latest campaign has everyone talking. With the slogan "Winning Isn't for Everyone," the ad has sparked a mix of celebration and criticism. Fast Company describes it as a campaign that touched a nerve: "The campaign was both widely celebrated and criticized. Some said it represented the grit and determination to win, while others saw disrespect and a lack of sportsmanship. Either way, it sparked an emotional reaction, which is exactly what the brand was aiming for." https://lnkd.in/g7pygAwp As we wind down the Paris Olympics, we want to hear from you, our CMO community: 🔎 Is this campaign on brand for Nike? 🔎 Does it capture the spirit of the Paris Olympics for Team USA? 🔎 Or is it simply making an impact through engagement and conversation? Share your thoughts below and join the discussion! 🗨️👇 #Nike #ParisOlympics #MarketingStrategy #Sportsmanship

https://lnkd.in/gR2MPvPB I can't wait to read all of the commentary on the the pre-Olympics spot Nike just dropped. The fact that it's so polarizing will undoubtedly spark conversation on both sides. That said...I LOVE IT. Does that make me a bad person??!! From my vantage point, winning on the highest stage must involve a level of selfishness that isn't always 'acceptable' in our day. Almost every decision you make has to be self-focused - from what you eat, to when you sleep, to basically scripting out your day minute by minute. You obsess each decision, each practice, each movement you make in that practice and you must to hone your skills. If you can't tap into that level of "crazy", it's likely you won't reach the highest level. But just because you can access that inner focus towards your sport doesn't mean you can't access empathy, kindness and solid character off the field/court/pool. I've always thought it interesting that FINE line people have to walk between brilliance and unhinged. We see it in founders and athletes alike - their belief in their product/vision is so strong in order to catalyze their teams, sometimes the line gets blurred. We celebrate them when it's on the brilliance side, then blame and shame them on the times it falls to the other side of the line. Well done Nike, for going back to the well - drawing from the spirit of Prefontaine and taking a big swing. Who's ready for the Olympics!!!?? 🙋♀️ #Nike #Olympics #paris2024 #marketing #winningisntforeveryone

🥇 Yesterday, I shared Nike's ad for the 2020 Olympics on LinkedIn (https://lnkd.in/dSJf6TRu), to celebrate the beginning of the Olympic games, instead of their new "Winning Isn’t for Everyone" ad. Today I want to explain why. I don't like the message in Nike's new ad. I believe it is riding a dangerous wave of promoting hedonism and a "win at all costs" culture. This message glorifies a new and toxic value that is creeping into various areas of our society. Nike knows that this mentality of "winning at all costs" is becoming more prevalent. Many who can afford to buy Nike products think this way but are still ashamed of it. However, Nike seems intent on normalizing and even glorifying this mentality. In contrast, the 2020 Olympics ad celebrates values like unity, perseverance, and hard work without compromising integrity. This is the type of message I want to promote and support, as it reflects the true values of sports and life. I firmly believe that we need to be careful about the kind of message we choose to spread and the values we want to associate with our success. Victory should come from dedication and fair play, not from selfishness and sacrifices at any cost. What are your thoughts on this? Let's discuss this in the comments. For your reference this is the ad I am talking about https://lnkd.in/d5H6BqAR #IntegrityInSports #TrueValues #OlympicSpirit #FairPlay #Dedication #Perseverance #Unity #NikeAd #WinningIsntForEveryone #Leadership #Success #CulturalValues #SportsEthics #PositiveMessaging

Nike stays true to its brand; a Max Max/Hunger Games take on sport. It works for them and their audience. And Nike is, by any measure, the most dominant and successful sports apparel brand in history. Hard to argue with them. But. I think this spot is about so much more than sports, whether intentional or not, I have no idea. To me, and it’s only my subjective opinion, this spot goes far beyond “Just Do It”, which was at least aspirational. This new spot and tagline encapsulates where we are as a species today in 2024: “Life is a zero sum game - I win you lose, I take from you, without any sense of respect, honor, or compassion because the strong have no responsibility for the weak. None. Losers lose and die, winners win and live. Welcome to the jungle, welcome to the Pleasuredome.” There is no “we” there’s only me. It feels dystopian. It’s red meat, and there’s no question it cleverly ties into the zeitgeist roiling the world right now. As noted it works for them and their brand, congrats to their shareholders; it doesn’t work for me. Nike did the same thing just before the Atlanta Games in 1996 with their campaign, “You Don’t Win Silver, You Lose Gold.” The IOC’s responded with an ad about winning a Silver Medal in their great “Celebrate Humanity” brand campaign. Google it. Advertising is fascinating. I give Nike full marks for understanding their core audience, less so on understanding the universal values embedded in sport. But, that’s never been what they’re about anyway, so really, why stray from who they are? They shouldn’t and haven’t.

Just watched Nike's latest advert and it really hit home. It's a powerful reminder of what it takes to achieve greatness. The ad pushes us to think about our determination and the sacrifices we make along the way. 🔑 Key Takeaways: - Single-Minded Focus: Success often means having a relentless, almost obsessive focus on your goals. - Unapologetic Ambition: Go after what you want, even if it means ruffling a few feathers. - Self-Confidence: Believe in your abilities and trust that you can reach the top. - Unyielding Drive: Never settle for mediocrity. Always strive for more. This ad isn't about being a “bad person,” but about having the guts to prioritise your dreams and ambitions. It's about embracing the qualities that drive success—determination, ambition, and an unbreakable spirit. So, here's to pushing boundaries, breaking norms, and not letting anything or anyone get in the way of achieving our goals. Winning isn’t for everyone, but it's for those who dare to dream and do. #Nike #Motivation #Success #Leadership #Drive #Ambition https://lnkd.in/dTHbv_2n