Andres Morales’ Post

What Really is Strategy? Part 3 Lacing Up with Nike Nike's iconic logo is synonymous with athletic excellence, but have you ever considered the strategic genius behind its success? In the 1960s, University of Oregon track coach Bill Bowerman and his former student Phil Knight founded Blue Ribbon Sports, which would later evolve into Nike. *Read the Book - Shoe Dog Initially, they served as distributors for the Japanese shoemaker Onitsuka Tiger. However, Bowerman and Knight envisioned something much bigger. While other brands focused on technical specifications, Nike asked, “What if we make running shoes not just functional, but fashionable & desirable?” This is similar to what Apple did to the smart phone. So they decided to differentiate themselves in the follow ways; 1. Design-Centric Approach Nike invested significantly in sleek designs, vibrant colours, and bold branding, turning athletic wear into fashion statements. This shift made their products not just gear but an expression of identity. 2. Emotional Storytelling Nike masterfully crafted narratives around athletes, music, and cultural movements, tapping into consumers' emotions and aspirations. Their campaigns resonate with personal and societal challenges, creating a deeper connection with the audience. 3. Innovative Marketing Nike pioneered memorable ad campaigns like “Just Do It” and “Dream Crazy,” positioning itself as a cultural force. These slogans inspired action and resonated beyond sports, embedding the brand into the fabric of everyday life. Nike’s strategy wasn’t about being the best; it was about being distinct. Strategy is About Creating Difference, Not Just Superiority: It’s about carving out a unique space in the market. Nike's success illustrates that effective strategy resides in bold, unapologetic DECISIONS that leave competitors hesitant to follow. What radical differences can your organisation embrace to soar to new heights? #kuhletrainers Strategy, Team Building, Peak Performance, Sales, Customer Service and other tailored training - Training is our Business.

Great article by James Hartford in SGB. (march 22,2024) The current Nike CEO has come up with....."AIR" as the saving concept for the NIKE brand to regain their footing in the industry! yet, it's still very much about the PRODUCT! The Nike product creation process has become very silo'ed, with members touching only small parts of the tasks in the product creation process. Indeed the scale of the Nike business when it was in that $20B to $50B stage, created a massive demand of product work hours and the decision was to hire layers to handle all the tasks. When the shutdown caused product teams to work from home, it further isolated the "creative to market ready product process" and resulted in increasing barriers in the silo's. Multitasking product people can create chaos, but it can also add innovative ideas to be championed to completion. As Matt Powell has outlined, the removal of head count will quite likely remove some key product people needed for the brand re-energizing. AIR is not in itself an answer for a turn around of the lack of vibe. It is an essential tech feature to many products that are offered in the various sports where it works really well, but in the age of advanced Polymers and Processes, it is less of an advantage to gain energy return and elevate performances. Nike was rooted in Biomecanically motivated product, Run and Lab tested. Yet in the brands original core Run category, adidas supports the feet of marathon record holders in woman's and more top ten men. There are still amazing Nike products on offer, the recent Jordan XXXVVII is a game changing BBall shoe, but its the plate, the grip of the outsole, the crazy lightweight fly-knit tech, it is not the AIR! In this recent openness by the CEO that Nike admitting "Houston", and is promising a saviour in new AIR products, we will only see this "newness" in 12-24 months begin to filter to the market, and without a new altered structure in product process, will it yield the desired results? They have given the $80-$120 market away to adidas, Puma, NB, Skechers and others by their walk away on wholesalers they considered to be hurting Nike margins. The noticeable irrelevancy on Run Specialist walls is evident at all price levels. Now, even in the face of real evidence that their decision was wrong, and post shutdown w/the rising cost of DTC customer capture, has been proven-very wrong, will they accept the reality and adjust! I am firm in my belief that Nike today has the best product people in the business, so the system/process has to be the issue that is preventing the realization of success from such a talent pool. That step would appear to be the greater need, rather than leaning into marketing buzz words to energize the Nike brand demand. In the industry it used to be thought that... when Nike caught a cold, all the others got the Flu, but it definitely seems the current health of Nike is totally self generated and contained and it is up to them to cure themselves!

How Air Jordan Defied the Rules and Made Billions! 🏀👟 If you ask any successful marketer about the secret to launching an iconic campaign, they’ll tell you: “Think outside the box.” That’s exactly what Nike did when they decided to bet on Michael Jordan in the 1980s. What started as a small act of rebellion turned into one of the greatest marketing success stories ever. The Beginning: From a Rebellious Player to an Iconic Shoe In the mid-1980s, Michael Jordan was a young player, but his talent and rebellious spirit caught Nike's attention. They decided to break the rules and create a shoe with black and red colors, which defied the NBA’s regulation that players had to wear white sneakers. Every time Jordan wore the shoes, Nike was ready to pay the fines. Why? Because they were sending a powerful message: “Air Jordan isn’t just a shoe; it’s a rebellion against the rules!” ✨ Why Did Jordan Choose Nike Over Adidas? Initially, Adidas was interested in signing Jordan. But Nike had a bigger, bolder idea: “We’re not just making a shoe; we’re building a brand with your name on it.” Nike understood that people weren’t just buying a product; they were buying a dream. That’s when the shoe became an icon, tied to sports culture and street style, and everyone who wanted to stand out felt like they needed an Air Jordan. Modest Expectations, Massive Success 💥 When Nike launched the first Air Jordan, they expected sales of around $3 million. The surprise? Sales soared to $126 million in the first year! Those numbers didn’t just boost Nike’s stock; they changed the game entirely, turning Air Jordan from a mere sneaker into a global sports culture phenomenon. Endless Profits: The Power of the Nike-Jordan Partnership The success didn’t stop, and to this day, Air Jordan generates over $1 billion annually. What’s even more impressive? Michael Jordan still earns a percentage of the profits, bringing him over $150 million every year, even after his retirement. This partnership proved that a bold idea can change everything and create a new success story. The Takeaway? If you want to create a real marketing success story, you need the courage to break the mold and take a chance on a non-traditional idea. Air Jordan is a true example of how boldness and innovation can lead to billions. And don’t forget to follow, because I’m preparing something big for every business owner and marketer. 😉 #MarketingSuccess #BusinessStrategy #Consulting

🚀 Ready for a deep dive into the brand that changed the game—both on and off the court? Next week, we’re breaking down how Nike’s Air Jordan became one of the most iconic brands in history. 🏀👟 Our very own CEO and Founder, Brian Sena, along with John H., Marketing Director at AIB Merchant Services, will guide you through the bold moves and brilliant strategies that shaped this global phenomenon. Here’s what we'll cover: 🏆 How to Be Like Mike Find out how Michael Jordan became more than just a basketball legend and what makes his brand still resonate worldwide today. 🎨 Why Nike Bet Everything on Red Ever wonder why Nike chose that daring red colorway? We’ll dive into the gutsy decision that helped Air Jordan soar. 💸 The $5000 Fine That Sparked a Movement Nike paid fines for MJ’s “banned” sneakers, and it turned out to be one of their smartest moves. Learn how they turned controversy into a symbol of rebellion and innovation. 🔗 True Brands Leave Legacies Great brands don’t just make noise—they leave a mark. We’ll look at how Air Jordan built a legacy that influences everything from fashion to culture. 🔥 Game Gets Game Michael Jordan’s charisma and talent didn’t just win championships—it built a brand that keeps winning new fans, even today. 💼 The Deal That Changed It All Get the inside scoop on the negotiation that made history and set the stage for athlete-driven marketing as we know it. 📅 Don’t miss out! Link in the comments to register ⬇️

Nike's deal with Micheal Jordan redefined the relationship between brands and ambassadors. Really looking forward to the analysis of the deal and the implications of it for marketeers with my great friend John H. and Brian Sena for EverWonder. Details below about how to register. #brandambassadors #marketingmasterclass

“Surely every brand has to die sometime!” If left to their own devices, most brands inevitably find themselves in a state of decline as they lose relevance or competitors steal market share. Imagine if the Nike's brand had been left as it started and Nike's were still marketed as running shoes for students at the University of Oregon – would the brand still be as successful as it is today? But brands don't have to die. Unlike products, there is no defined life cycle for a brand and they can, and should, live forever. Brands are precious – they are a company's most valuable asset – and by carefully controlling and managing them, in line with the brand strategy, they can be protected from decline and nurtured into growth. That is the ultimate purpose of brand.

🔥 The Secret Behind the #Swoosh: What #Nike Can Teach Us About #Rebranding 🔥 Nike isn’t just a brand—it’s a cultural icon! 🏆 From the legendary #AirJordans to groundbreaking #marketing, Nike’s brilliance goes beyond a swoosh. They’ve built a powerful brand narrative by understanding their audience, aligning their products with their mission, and consistently delivering excellence. 🚀 @Kevin Russell nailed it with this post. But here's a key takeaway: Rebranding isn’t just about changing a logo. It’s about transforming how people perceive and experience your brand. 🌟 So, what makes a brand truly shine? 1️⃣ Iconic Products: Legendary items like the Air Force 1 aren’t just popular—they’re timeless. 👟 2️⃣ Star Power: Nike’s athletes aren’t just endorsers; they bring the brand’s story to life. 🌟 3️⃣ Customer-Centric Approach: Nike’s personalized shopping experiences show they truly get their audience. 🎯 4️⃣ Revolutionary Messaging: "#JustDoIt" is more than a slogan—it’s a mindset. 💪 5️⃣ Expanding Vision: From footwear to apparel and digital tech, Nike’s diverse offerings cater to everyone. 🏃♂️ 💡 Bonus Tip: To build a brand like Nike, align your products, marketing, and mission with your audience’s real needs and dreams. That’s where the magic happens! ✨ 📢 Your Turn: What’s your favourite Nike product, and how has it inspired you? Also, when you think about rebranding, what does it truly mean for your business? Share your thoughts in the comments! 👇 #Branding #MarketingStrategy #CustomerExperience #Leadership #Nike #DigitalMarketing #Rebranding #BusinessGrowth

Lesson is very simple: -      Brand = Functional Part (product or service) + Emotional Part (The core – philosophy of doing business) -      Never Deviate from the core of the brand! -      Never Stop Building a brand! -      Use and act on tools and events that suits the brand and not just things that are in fashion for the moment -      Brand is a long term - it is a marathon not a sprint! Plus, I think in this case responsibility (and guilt) should be equally, if not more, attached to the people who made a decision who brought new CEO in, (as it seems) without any explanation, instructions and sharing WHAT Nike IS. They at list (before they let him manage NIKE) should have made new CEO read a book - Shoe Dog: A Memoir by the Creator of Nike – by creator of Nike Mr. Phil Knight. #brand #branding #brandmanagement #brandstrategy

The brands that win are the brands that tell a great story. It's not just about the product; it's about the story behind it. For example, take Nike. They don't just sell sneakers; they sell a lifestyle. They tell stories of athletes who overcome adversity, who push themselves to the limit, who never give up. And people buy into that story because it resonates with them. We all have struggles; we all want to be our best selves. Nike's story inspires us to do just that. So remember, when it comes to branding, it's not just about what you're selling; it's about the story you're telling.

All right, let's dive into something that's crucial for every brand. Leading with your why before your what. Think about it. When you connect with a brand, it's rarely just about the product, right? It's about the story, the mission. Look at Nike, for example. They're not just selling sneakers, they're selling the feeling of empowerment, pushing you to just do it. That's their why. Now, why does this work? Because people don't just buy what you do, they buy why you do it. When Nike's purpose is clear, their products feel like tools that help you achieve something greater, something that's more important than just a product. So here's the real question. Is your brand leading with purpose? Are you just selling a product or are you creating a movement that people can get behind? Think about it. What's your why? Peace. #knowyourwhy #branding #brand #marketing