Nike took a new approach with its recent ad campaign, hiring former Nigerian soccer player Jay-Jay Okocha as the brand’s chief flair officer. The sports star published a letter to the soccer community, gifted classic Naija ‘96 jerseys, and starred in an impactful commercial to support Nike and remind the world that soccer is still an incredible sport worth watching.
Nike’s ‘Show Dem’ Campaign
The big commercial during Nike’s “Show Dem” campaign features the iconic star as a spokesperson, and more importantly, a cultural translator. Throughout the ad, Okocha says that people believe the game is boring and unpopular, but it’s only because they’re not watching.
Throughout the advertisement, people play soccer across streets and fields of Africa, showing how significant the sport is for cultural expression. A few other soccer stars make a brief appearance in the ad, including Triple-AFCON winner Rasheedat Ajibade, Ghana star Freda Ayisi, Morocco midfielder Ismael Saibari, and Nigeria star Obafemi Martins.
Why This Collaboration is Effective
Even though this ad isn’t directly marketing Nike products, it’s still an effective campaign for the brand. It uses cultural storytelling to build emotion for viewers. Using iconic figures in the ad also draws people in and strengthens brand identity.
To help the campaign reach a wider audience, Nike is encouraging people to share videos showing off their soccer skills to remind people where the game went. They started this trend by stitching the original commercial with videos of iconic figures playing soccer.
Overall, Nike’s campaign builds trust in consumers by showing the importance of passion in sports. The ad might not talk about Nike’s products, but making people view the brand positively is the key to helping the company grow and succeed.
Find New Ways to Market Your Brand
There isn’t just one way to advertise a brand. With so many ad campaigns out there, it’s important to get creative and find new ways to help your company stand out. Taking an emotional storytelling approach like Nike could be beneficial for the right brands. Finding creative ways to spread the campaign on social media can also make an impact.
If you’re unsure what the best approach for your brand’s marketing is, working with an expert can help you achieve a marketing campaign that makes sense for your business.
Contact Avenue Z today to see how we can elevate your brand based on your unique needs.
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