When Nike first heard about the NFL’s controversy, they immediately reacted with a powerful statement. “Stand for something or fall for anything,” was at the center of their message. A message that encouraged their consumers to push for what they believed in. It also served as a statement that Nike would not back down from support for those with unique perspectives, even if that didn’t fit the NFL’s corporate image.
In a way, this was uncharted territory for the entire sports world. But Nike showed the power of their brand by embracing it and seeing the larger opportunity this presented. As soon as the statement came out, people were divided. Half the people on social media were in favor, and the other half not so much. But that was Nike’s goal, to reach their entire consumer base, and they accomplished that with their reactions.
The real power of the statement was that it was a call to action, an empowering of their consumer base. By turning it into a consumer decision, they allowed their customers to take a stance and express what they felt in the form of their buying habits. This was a great move, because not only did it encourage their customers to be passionate about something, but it also generated more sales of their products.
Nike wasn’t going to be a brand that backed away from the issue. Their statement was a clear and concise response to the controversy, one that was full of hope and encouraging words. This seemed to spark something in their consumers, and made them stand out from the conventional marketing. On the other hand, the NFL was too scared to respond or correct their mistake and ended up getting a backlash.
At the heart of it, Nike was one of the first big brands to stick its neck out. It wasn’t about support or protest, but instead taking a stance and showing customers that while the stakes are high, Nike was never going to back down from an opportunity to stand up for their values. It was a risky move, but it paid off, and now when one thinks of Nike, they think of controversy, bravery, and courage.
Their statement was even more effective because they took the decision of whether or not to support the issue out of the hands of those in power and gave it to the consumers. It represented the voice of the people, and in doing so created a movement of unity and understanding, which was something unprecedented in the sports world.
Nike opened up a new possibility for the consumer, something that had never been done before. To stand up for what they believed in no matter what the opinion of those in power was. To take a stance, and know that by just buying a product could have an effect on the world. It was a powerful statement and one that reaffirmed, to the world, that Nike will always stand for what they believe in.