Things To Consider & Remember In Social + Sport In 2020

It’s a new year, which means the annual list of things to consider in the industry.

As always, this isn’t meant to be a forecast of what’s to come, but a list of things to consider focusing on for the year ahead. Everyone’s goals and objectives are different, but hopefully, there is something in here that will spark a new idea, approach or thinking.

So, here’s a list of what to consider in 2020 with some help from Twitter and friends in the industry (note – these are not ranked by importance):

Focus outside the “big three”.

It’s easy in social media to put an emphasis on the “big three”. Twitter, Facebook & Instagram have stood the test of time (by social standards at least), and we know those platforms intimately. In an industry where teams are largely understaffed, it seems less risky to put all our energy there.

Take a look at the growth of teams’ Facebook accounts across leagues though and you might start thinking about things differently. The majority of teams are losing vs gaining an audience there:

The reality is social media teams spend their days investing in channels where their audience is not “owned”. That fact, along with all the noise on TW, FB & IG, and teams would benefit from a more diverse and balanced platform approach.

In 2020 the brands that think about distribution, community and reach differently will reap rewards. There’s a huge opportunity to connect with fans outside of Twitter, Facebook & Instagram. GIPHY, YouTube, Reddit or TikTok are all viable options to start.


Impact over output.

The volume of content teams are turning out across channels is extremely high these days. Everywhere you turn teams are cranking out piece after piece.

The focus on output has created a serious problem. It’s created a mentality that more is better and leaves social and creative teams barely treading above water day after day. Not only does it create an endless cycle of work, but the constant pressure to create leaves the internet a crowded place. Eventually, fans start tuning things out.

If teams are cranking on total output, but engagement rate keeps tanking, is that the end result we want? What’s an audience of 3M actually worth if you’re engagement rate isn’t even about 1%? That’s a serious question we all need to ask ourselves.

Here’s the reality: Total output is not an indication of the quality of work. Too often I see teams caught in the rat race of “totals”, but totals don’t point to the quality of work.

In 2020, it times to put less pressure on teams when it comes to output. Even though it’s “easy” to hit send, doesn’t mean there aren’t ramifications. The more we bombard our audience with “stuff” the more they tune us out.

Just because publishing is at our fingertips today, doesn’t mean we should abuse it. The quality, the output, the totality of everything … it matters.

Focus on impact over output in 2020.


Empower fans.

There’s too much focus today on what brands/teams push out themselves and not enough focus on empowering fans. The real magic in social is not broadcasting to people. The real magic lies in building a community of advocates who share on behalf of the brand.

From channels like GIPHY to amazing amazing platform innovations like AR lenses, there are so many ways to build tools for fans to share their love of the team and brand. More teams need to take advantage of it.

In 2020, it’s time to remember that word of mouth is still one of the most powerful tools if you’re looking to engage and build a new audience. Don’t take for granted the magic of building an online community of advocates.


Be the eyes & ears for fans.

In the early days of social, people relied heavily on their team’s own Twitter account to provide the play-by-play. Team accounts were used as as source of information before anything else.

Today though, access to game information & broadcast footage is much more readily available. From media to publishers to fans themselves, there is no shortage of information around the game. This presents both a challenge and opportunity for teams’ social media.

The access to information means that a team’s approach to coverage around games and practices must change. It’s less about informing and more focused on entertaining, engaging and providing access fans can’t get anywhere else.

The strongest social teams today make fans feel more intimately part of the journey. They give a peek behind the curtain. They capture candid, simple moments. They capture video that brings to life the team’s personality. They provide an angle to a play no one else has. They’re constantly in search of that unique clip that no one else has.

In 2020, it’s time to commit to being the eyes and ears of your fans. Access doesn’t have to be intrusive. It doesn’t mean that you have to be with the team 24 – 7. It means that you look for those subtle, candid and unique moments that no one else can provide.


Invest in creative talent.

In the early days of social, you couldn’t even share a photo on Twitter. This meant the focus was more about being present — engaging with your audience and creating a 1:1 connection — versus anything else.

The times have changed. Today, there’s no such thing as a good social presence without strong creative. The best strategy in the world is nearly impossible to execute without the creative arm power to support it.

Standing out on the crowded internet requires creative thinking and the ability to capture attention (& that’s a hot commodity today). Teams that are serious about building a “best-in-class” digital presence must focus on hiring talent and building a culture that allows them to work their magic.
Looking at some of the strongest teams on social today – the Lakers, the Carolina Panthers, the LA Clippers, the Kansas City Royals, Ohio State Football – and I would bet they’ve invested in creative talent.

In 2020, it’s time to invest and understand that the investment does pay off. An investment in creative talent, paired with a strong strategy, will equate to success across the board. You’ll build a stronger community, bring in a new audience, drive value for sponsors and in bring in revenue. Win, win, win.


Disrupt through creative.

In the early days of social, people were obsessed with platform updates. How can we be the first to do x? How can we know the latest updates right away? How can we experiment with the latest and greatest?

It’s time to take that same mentality and apply it to content. If you aren’t obsessed with how you can bring your brand to life in innovative ways then you’ll get lost in the noise. Innovation through strong creative and content is key.

The teams, leagues and brands that stand out on social are the ones that obsess over how they can tell their story in unique and different ways. So much of what we do today is driven by creative. How can your brand offer something different than everybody else?

In 2020 it’s time to focus on disruption through content. Test, try, learn, evolve.

A few examples of content that stood out in 2019:


Realize not every piece is precious.

It’s time some realism is applied to the social space. When it comes to content production and revisions, we need to ask the hard questions that help keep our teams grounded and sane.

Does the creative effort match the distibrution, the reach earned, the engagement rate? The shelf life on social is way too short to spend hours of back and forth on non-hero pieces.

We should of course tweak pieces as necessary, but also need to remember not every piece is precious. Create, distribute, learn, refine.

So much of what we create is fleeting. The shelf life of content dies quickly. In 2020 perspective, and some realism, matters.


But for the precious pieces, invest in paid.

Not every social media piece is precious, but for the ones that are, the content needs to get its due. Any piece of hero creative that is important to the brand should have paid dollars to support it.

Thanks to algorithms, it’s much harder to reach consumers organically these days. Yes, in a lot of cases organic reach is a dismal 1 to 2% on brand accounts these days (yikes). To ensure the distribution matches the production effort, content needs a boost.

This quote from this GREAT article in Adage says it best:

In 2020, it’s time for teams to be realistic about the state of organic reach and invest in boosting content where and when it makes sense. The days of free exposure are long gone. Invest in pay-to-play.


Understand social is not the savior.

Sometimes it feels like all other marketing channels don’t exist. There’s an immense amount of pressure on social teams to be everything to everyone. They have to inform, entertain, engage, sell tickets, support sponsorships, drive community, etc, etc, etc.

As someone who has built a career in social it pains me to say this, but social is not the savior. These channels alone can not carry the weight of an organization’s marketing priorities — not even close.

In 2020 it’s time to remember that social media is a tool in the toolbox. And while powerful they may be, these expectations the they can be “everything” are diluting the real power of the platforms.

Social media is a piece of the puzzle, but it’s not the answer to everything. Just because you can put anything up online & “easily”, doesn’t mean it moves the needle.

Know the purpose of the puzzle piece.


Apply the filter of emotion.

This makes the list every year in every year in some form or fashion, but content needs to elicit some kind of feeling.

Emotion is one of the most powerful tools we have as marketers. Whether it is thrill, awe, empathy or humor, content that evokes emotions connects with the fan in a way that compels them to pay attention. It’s the most important component in creating valuable content.

In 2020, it’s time to apply the filter of “emotion” to content online. I’ve never seen a video take off that didn’t evoke something in people. When looking to create, understand the feeling you want people to walk away with.

Jonah Berger said it best in his book Contagious: When we care, we share. Emotion is the most powerful tool in getting people to share. Tap into it.
If you want some inspiration on content that evokes emotion, below are a few standout pieces:


Find partners that elevate.

For the most part, it seems like the industry understands the fundamental need to not just slap a logo on things. We know that the best digital partnerships are the ones that make sense for our brand and the partner. Synergy in the content wins. 

In 2020, it’s time to take digital sponsorships to the next level and invest in partners that invest in your big ideas and objectives. How can we partner with brands that will help us reach a new audience? Drive home our core brand messaging? Support an initiative we couldn’t get off the ground without their support? 

Digital partnerships shouldn’t just be about a partner’s goals; they should also be about an organization’s goals. It’s time to find partnerships that go beyond a simple content series.  

In 2020, invest in partners and digital partnership ideas that elevate your presence … we can call digital partnerships 2.0.


Take creative cues from TikTok.

TikTok is the new kid on the block that has taken the social world by storm. According to App Annie’s annual report, time spent in the short-form video app grew 210% year-over-year in 2019 globally.

The wildly popular allows people to create 15-second videos using a strong library of songs, Snapchat-style filters and other interesting visual effects.

Memes. Challenges. Humor. Rawness. All of that lives on this platform. And, we should be paying attention to the trends.

In 2020, teams should take creative cues from TikTok on what makes video content so successful. Short, raw, funny, relatable. While these trends might not work across all platforms (and TikTok might not be right for your brand), it certainly give us cues for where content consumption is going. Keep a pulse on it.

For all the fuss about long form, TikTok proves the appetite for short-form is alive and well. Don’t ignore the trends surfacing here.

@philadelphiaeagles

Not much has changed😁 #baby #fyp #foryou #eagles #flyeaglesfly

♬ bAbY – smoltammy


Build a culture that doesn’t burnout.

Too often social media is a thankless job. Teams work around the clock, nonstop. It’s a true grind that very little people understand. Sadly, the environment often leads to burnout.

In 2020, it’s time for organizations to truly invest in building a culture that helps prevent burnout. Structure teams the right way. Invest in growth for employees. Make sure salaries reflect the work put in. Offer autonomy. Celebrate balance.

If the sports industry doesn’t take balance and compensation seriously it will continue to lose really good and talented people. Focus on your people and their well-being.


Owned & operated matters.

It’s a little ironic that we put so much emphasis on platforms we have zero control over. Algorithms change. Consumers leave. Reach diminishes. There’s little we can do about it.


We’ve shifted so much focus to social platforms that we’ve lost sight of a really important key: owned channels and first-party data. Social media is a shiny, public-facing and fun tool that’s a huge and important part of your digital strategy. But, social is a piece of a larger digital ecosystem. In 2020, it’s time to stop putting your eggs in one basket.

First-party data allows us to build smarter and more personalized marketing campaigns. And, more importantly, it allows us to drive long-term loyalty with our fans. It’s time to take back our relationship with our fans and focus on our owned channels and lead gen strategies as much as social. Your relationship with your fans is the most important thing you have. Own it.


More inspiration from #smsports friends:


Now it’s your turn to sound off! What would you like to see in social media + sports in 2020?

What Sports Teams Can Learn From Nike

You’ve probably noticed, but Nike has been giving us all a masterclass in advertising lately. From their latest ad for the USWNT to their show them what crazy dreams can do, spot after spot they have nailed it.

The strong work recently comes as no surprise. Nike is a brand that was built by marketing. More than just the products they sell, Nike represents the power of sports as a vehicle to inspire human potential. There are very few brands who have built such a platform.

Here’s the thing. Nike doesn’t “just do it” when it comes to marketing and advertising. They get it. They get what it means to define your brand, understand your consumer, sell on emotion and play the long-game not the short-game. There is so much to be admired. Sports teams, it’s time to take notice.

Yes, I know. Sports franchises will never have the budget of Nike. Still, though, there are fundamental marketing philosophies that teams would benefit from adopting. And they don’t require a billion-dollar marketing budget. Here are three of them that stand out to me:  


Define your brand beyond the product.

Nike is defined by more than their tangible products. They are defined by their mission, their values and what their brand represents to the consumer. Instead of selling shoes, Nike sells the idea that if you have a body, you are an athlete. Their mission is to bring inspiration and innovation to every athlete in the world.

Throughout the years Nike has consistently created ads that celebrate athletes of all levels. Whether they’re featuring Serena Williams or representing the average consumer, every ad is about people finding their greatness.

What teams can take away:

Too often sports franchises focus solely on the product they put on the field. Marketing and content is centered around the team, the scores and big moments. While that’s obviously a major piece of the puzzle, team performance alone will not take a franchise and turn it into a brand.

Sports are a platform to bring people, communities and cities together. More than the scores, they connect people us, serve as a vehicle for hope and a distraction from the daily grind. It’s the emotional connection people have with teams that needs to be tapped into.

Every sports team needs to take the time to define their why. Every team has scores. Every team has ups and downs. What does your brand stand for? Why do fans gravitate to your team? What’s the emotional connection? What’s the unique story you have to tell? It’s the emotional connection beyond the field that separates teams.

Defining what a team offers beyond the score takes a franchise or program and turns it into a brand. It’s those defining characteristics that draw people in and keep them there through the highs and lows year after year. This type of thinking is key for teams. Take that page from Nike.


Keep it simple & consistent.

Since landing on their sharp positioning and “Just Do It” slogan back in the late 80’s, Nike has kept their message simple and consistent. They don’t have a new tagline every year. They haven’t created a million variations of their logo. They’ve built incredible brand equity by finding the thing that works and staying consistent.

Nike’s brand positioning has stood the test of time. Why? Because it’s multi-dimensional and broad-reaching enough to evolve with the narrative of Nike over the years. It’s about a long game, not the flavor of the day.

What teams can take away:

Once teams have defined their brand, they need to land on their messaging and positioning. Sharp messaging and a consistent rallying point (slogan) have the ability to provide more purpose and focus to a team’s content and creative. They help tie a bow around the story. They can rally a community.

The key is to find messaging that is simple and  has more depth than “just a tagline”.  Taglines must be rooted in insight, strategy and a concept that is multifaceted and can evolve. And, that concept needs to be brought to life across multiple channels and executions – like Nike does.

Great brands aren’t built overnight. They’re built by a sharp POV and consistency – and a simple concept people can easily get. Teams need to find their brand platform that is evergreen, broad-reaching and malleable enough to drive the narrative year after year.

Remember, we as marketers get tired of our work and messaging long before the consumer does. Find your thing and stick to it. Consistency matters.


Make your consumer the hero & muse.

Early on, Nike made the decision to broaden their reach.  The market share for active people vs high performers was much larger so their brand needed to be more inclusive of anyone looking to get active.

The perspective that “if you have a body you are an athlete” broadened the scope of how they approach certain campaigns. Yes, they still feature elite athletes and superstars, but they also appeal to the average person. Take a look at these spots from over the years:

Nike has a way of making creative that speaks to the consumer, not above them. When you watch one of their ads is easy to feel part of the story. Their ads aren’t meant to just lift up the superstars or people in them; they’re meant to lift up and inspire anyone who comes across their spots.

What teams can take away:

Too often in sports it feels like we’re talking to ourselves. Score after score, highlight after highlight. When you work in the industry, it’s easy to forget the magic consumers feel for teams. When we forget the connection well beyond the field, the brand (and creative) losses its magic.

Sports teams could benefit from putting their consumer at the heart of everything they do. It’s our jobs to understand why people gravitate to sports and how we can inspire and celebrate that well beyond the scores. The passion people feel for teams and the game should serve as inspiration for how teams talk about their brand and the experience of gameday.

Make your fans the hero and muse of your creative and magic will unfold. It’s their emotions – and why they gravitate towards your franchise – that are the key to unlocking something really special. Stop talking to them, and instead, bring them into the story and part of the journey.

Below are a few examples of teams that have put their consumer at the center of their creative — but we need more of it and more consistently:



Obviously Nike’s marketing budget is far and beyond what most organization’s will ever see, but that doesn’t mean we can’t find inspiration in how they approach their work. At the end of the day the best thing any team can do is make an investment in their brand and the relationship with their fans. It’s about a long play, not just short gains.

Standards, Consistency & Focus Matter: A Lessons From The Lakers

The Lakers have one of the strongest social media presences in the NBA. Sure, they have a large audience that comes with their powerhouse brand, but their digital team does not rest on their laurels. The Lakers consistently produce best-in-class content from their beautiful crispy GIFS to their Instagram Stories on game day. And while there is a lot to take away from their approach, there is one big lesson: consistency and brand standards matter.

The Lakers are committed to putting their best foot forward all the time in digital. It’s apparent they have defined their brand standards and don’t cut corners. And as a result, they have one of the strongest visual identities and social presences in sports.

Scroll through their accounts and you’ll see. The Lakers take the way their brand comes to life very seriously (as they should). Photos are carefully curated. Watermarks are always applied. They are a team that dots their “Is” and cross their “Ts”. Below is a small sample of some of their content:

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Yes, it takes the Lakers a second more time to add the watermark. Yes, sometimes they hold a highlight to package it for a carousel recap later on Instagram. And yes, their work is always strong and consistent.

But, why does their approach matter?

First, their work is instantly recognizable.
Today, so much of a team’s brand comes to life through their visual identity. Consumption happens in a split second. Consumers scroll, tap and move through their social feeds without giving things a second glance. As they scroll, content needs to stand out.

It should be clear which team, brand or league the content is from with or without a logo. And that’s where a strong graphics package that reflects the brand comes into play. When teams put in the work to define their brand standards and their visual identity – and actually see it through in execution like the Lakers – the result is work that instantly connects with fans.

Second, they package with purpose.
We’ve fallen into a content trap in sports. There’s this idea that more is better and that we have to cover “everything”. This mindset has resulted in more stuff and less quality. And, that’s not a win for a team, league of the fans.

The teams that win in social media today have purpose and focus. They understand that they can’t be everything to everyone and instead focus on what matters most (as they have defined). Focus allows teams to put their best foot forward. It’s impossible to do it all. Once you understand that, you can produce work that matters, engages fans and is right for the brand.

The Lakers are a good example of a team that does not post just to post. While yes, the Lakers still push out a good amount of volume, they don’t overproduce (especially by sports standards) and they certainly don’t let any sort of volume take away from the quality of work. Their approach to Instagram is a great example of this.

In the past 30 days, the Lakers have averaged 3.39 post on Instagram in-feed a day (the league average is 6). Yet, the Lakers boast a 3.2% engagement rate with an audience of more than 6M … the highest engagement rate in the league.  

The Lakers understand that Instagram is all about quality over quantity. They don’t fight the algorithm, and instead, let it work to their advantage. They use Stories to cover the more real-time moments and save their in-feed posts for big moments, packaged recaps and evergreen pieces. The approach is paying off.

On the flip side, the Lakers’ approach to Twitter is completely different to fit the platform. Their volume is high (25 posts in the past 30 days) and their content is packaged completely differently, with a lot more variety. It’s clear they have a distinct platform approach for each channel. 

More than ever, how we curate content and package is as key as the content itself. There’s no such thing as a strong social presence without a strong creative arm today. But, we can no longer just post and pray. We have to be thoughtful, deliberate and strategic about our work. We have to define our purpose then plan, program and package like the Lakers do.

And finally, they always put their best foot forward.
Social is the front door to brands today. Everything that goes up on a channel should be the best reflection of the brand, period. While it’s easy to post and get things up, it doesn’t mean we should cut corners and dilute the quality of the work. When looking at the Lakers feed it’s clear they take pride in their brand and work. All teams and leagues should strive for the same quality of work. 



In social it’s easy to get caught up in doing it now versus doing it right. There’s often a mentality that fast is best. And a result, corners are cut and the totality of everything is not thought through. In the end, this only hurts and dilutes the quality of our work. The Lakers’ digital presence is a great reminder that consistency and brand standards matter. And, their social numbers speak for themselves.

Instead of being fast, the focus should be on doing it the best and with speed. Of course timeliness matter in social, but not at the sake of quality. Work that is timely, engages fans and reflects the brand is the ultimate win. It’s okay to take the extra time to get the work right. It’s okay to pause, stop and think about your publishing approach even in the middle of chaos. It’s okay to forgo the right now for a little later if it means putting something stronger forward.

Take the little bit of extra time to do it right. Take pride in everything you push out. It all reflects the brand. And, it matters.

Success In Social Is Not Black & White

Success in social is not black and white. In fact, it’s complicated. Beyond the engagement numbers, the follower growth and the memes that sometimes go “viral” is a much larger picture.

It’s easy in this industry to get bogged down in the public-facing data. To focus on the engagement, the fan sentiment and what the industry holds as a gold standard. But success is greater than the numbers, especially the vanity ones.

Social media today is the front door to most teams, leagues and brands for fans. It’s a connection to what a team stands for, well beyond the scores. The nature of the platforms (conversational, nimble, always on) makes social one of the strongest branding tools.

Success is also about how well you tell the brand story. It’s about representing your brand and bringing it to life in the right light. It’s about executing on the organizational goals. It’s about communicating the messages and values that are a priority.

Here’s the thing. Fan content is going to perform differently than on-the-field content, so we can’t compare. Player reaction GIFS are meant to evoke a different emotion than branded graphics. Value-driven messaging is different than a pure, fun engagement play.

We have to be careful about what we let dictate our decisions. It’s not always about comparing your performance to another team. It’s not always about fan sentiment (because the haters are always louder). It’s not always about beating your engagement average from the last week. And, even more, it’s not always about winning the internet. 

Different content serves a different purpose. Different teams have different goals and initiatives. Things aren’t always apples to apples. And because of that, we can’t compare them. 

Success is complicated, multifaceted and ever-evolving. At the end of the day, the work is about much more than one or two tweets. It’s about the totality of everything. Take the time to understand what matters to the organization. Define the north star and invest your energy there. Keep the outside noise away where it makes sense.

We can’t get so bogged down in the data and enemy of comparison that we forget about the bigger picture. Sometimes, it’s important to remind ourselves of that.

3 Lessons From Nike’s Serena Williams Ads

Nike is back in its finest form with its latest ads for Serena Williams. They’re playing the ad game that helped us fall in love with their brand. The one that’s focused on the power of authenticity, values and strong emotion. Take a look at their recent work:


Good ads, like the ones above, are an art. They don’t sell; they move people to stop, pay attention, share and (hopefully) convert. Good ads entertain and connect on more emotional. And, there’s no doubt these pieces from Nike do just that. 

While we might not all have the same budgets, staff size and agency support that Nike has, we can certainly take a page from how they approach their work. Below are three lessons learned from their recent work in support of Serena:

We don’t have to overproduce.

In today’s creative landscape, it’s easy to overproduce, overthink and overcomplicate. But there’s a beautiful trend that proves itself over and over again: Simple wins.

A great example of this is Nike’s superhero post. It would have been easy to muddle that message; to try to be grandiose in the creative production (after all, it’s an important moment). But Nike understood the time and the place – and they understood that the message itself was more powerful than any grandiose spot. So, they kept it simple with a strong image and copy. And, they nailed it.

It’s important to think about how creative production impacts the message.  Too often we complicate this already cluttered world with more words to read, more minutes to watch and more pieces to consume. We overcomplicate instead of oversimplify, and in the end, lose our consumer.

As you determine the right creative execution for every concept, keep in mind the time, the place, the context and the message you have to deliver. Sometimes, as Nike proves, simple is best.

Cum să descoperi problema scârțâitului discurilor de frânare? Sau daca scârțâie discul de frână vezi aici.

Emotions matter.

The idea of emotion in marketing has always been a personal point of interest for me. Years ago I interviewed at Nike (before my time at UA), and when I stepped onto campus I got a little teary-eyed. Not because I was a sneakerhead, but because as a marketer this was the brand that had paved the way in making an emotional connection with consumers. Nike bought into the idea of entertaining and storytelling above selling. And, I felt a personal connection.

A quote in a FastCo article said it best:

Popular brands had multifaceted personalities. They could make you laugh, or cheer, or lean forward and take notes. They’d stopped hammering away at a share of mind, and were expanding to achieve a share of emotion.

Enough with the personal and embarrassing anecdotes though. My point is that as marketers — and especially as marketers in sport — emotion is the most powerful tool we have. Period. 

We’re in the business of understanding people. Our job is to evoke something in people. Make them laugh, cry, cheer or even question. Emotion makes content relatable for the consumer and connects fans at a deeper level.  It’s the most valuable tool we have. Leverage it.

Sport is full of powerful stories. And these stories have the ability to transcend generations, cultures and backgrounds. Whether you work for a team, league or brand like Nike, it should be a priority to unearth these powerful moments for fans. This is how we connect with our fans beyond the scores, win or lose. And, that connection matters.

Brands need a human touch.

Consumers today aren’t buying based on products alone. They are buying based on a brand they believe in and want to identify with. And because of this, more than ever, brands need a human touch.

Brands need to define their values and actually live by them. This means having a pulse on the world and understanding the context for how messages might be perceived. This means evolving, adapting, rising to the challenges and leveraging platforms for good.

Nike’s recent ads around Serena lean into a level of empathy.  By supporting Serena — not only as the greatest athlete of all time but also as a mother, as a woman and as an individual – Nike demonstrates their values well beyond the court. Nike doesn’t sell us on their products. They sell us on a belief in the human potential. And yes, it’s powerful.

Consumers today have choices. They aren’t sold on product alone. What separates brands now are values, connection and a belief in the mission. Like Nike, we have to give people a reason to buy into the brand. 

Note: It’s important to keep in mind that brands can’t take a stand if it’s not core to who they are. Consumers will see through it and it will only do more harm. Before jumping in a conversation, taking a stance or putting out a message, make sure it’s truly core to the brand. If a brand is going to talk to the talk, it must truly walk the walk.


I’m inspired and encouraged to see Nike getting back to the basics of what has made it such a powerful brand: Telling a story and telling it well. In a world where words like brands and advertising have such a negative connotation today, it’s a great reminder that strong brands have always had values and connected more deeply with people. Good advertising isn’t dead, we just need to get back to the basics of a strong brand foundation. 

Nike’s recent work is a great reminder that brands must be emotional over transactional. The intention and delivery of the message matters. But even more today, it’s not just about the message but also the action. Authenticity and emotion are everything. 

While there are many other takeaways from Nike for us all, these three things stuck out to me. Here’s to being inspired by one of the world’s best brands in marketing, and not just doing it, but doing it well.