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The NFL and the National Anthem

Discussion in 'Blinded by the Lombardis: Patriots Forum' started by soxhop411, May 22, 2018.

  1. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    This has done nothing to mitigate my huge Stan-boy complex for Nike's marketing department.

    Did everyone see the Virgil Abloh tutu they made for Serena?

    I put it at second behind J.J. Abrams trolling the GamerGater types by letting them get all worked up into a lather thinking the next Jedi was a black guy.

    I think this is correct, and if we apply the @Shelterdog Belichick Maxim to Nike and start with the assumption that they have a good business reason for this decision...

    FOXNews succeeded by realizing that, if instead of fighting for the median viewer and the middle, if they moved to one side of the spectrum, they could capture that market segment and that was enough.

    Nike may have developed a Southern Strategy.

    Yup.

    And in some circles, it's been noted that there is the potential for a huge windfall to a first mover advantage here on social justice if a corporation would be willing to make the move.

    Justice and profit motives aligning seems like a good thing.

    I think this is a very astute point.

    It's very different from the Target thing where they seemed to just be trying to move with history. This is... well--Nike is moving into an aggressive posture on this.

    They just told America, among other things, that they've signed up to be Kaep's financial guardian angel. That is really going to piss some people off. :)

    True. But if the soulless corporation moved, it's because the market voted for it to.

    As long as we need shoes, we're going to end up voting for one of these "people," yeah?
     
  2. maufman

    maufman Anderson Cooper x Mr. Rogers Staff Member Dope Gold Supporter

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    Analysts who follow the retail industry. It didn’t hurt them nearly as much as the 2013 data breach, or their lackluster strategy in the early part of the decade, but it was a net negative. The criticisms I’ve heard all had to do with execution rather than the decision itself, so I don’t think it’s politics masquerading as analysis.

    Edit: Here’s a WSJ article (likely paywalled) that echoes the criticisms of Target I’ve heard elsewhere — again, for their execution rather than for the policy itself, which isn’t different from the policies of most other chains, including archrival Walmart.

    https://www.wsj.com/articles/how-ta...to-the-north-carolina-bathroom-law-1491404107
     
    #602 maufman, Sep 4, 2018
    Last edited: Sep 4, 2018
  3. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    I just accidentally burned my Reeboks in a fit of misguided whataboutism.
     
  4. HomeRunBaker

    HomeRunBaker bet squelcher SoSH Member

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    I posted this in a discussion thread on FB (shoot me I know). Figured I'd share here to elicit thoughts.....

    Their continued growth in India, Latin America and Asia has been driving their growth story for years now with the US being so heavily saturated and I feel this is a huge Asia play for them. Here is what I see happening...….the NBA is ridiculously huge in these overseas markets. You are going to see NBA stars who support this cause (which is the large majority) flock to Nike once their existing shoe deals are up. Nike is going to OWN the China market, which some project to surpass the US as the worlds largest economy within the next 15 years, once this shift of NBA stars begins. From my seat it looks like Nike is giving the NFL and Goodell a gigantic F-U as the NBA is the worlds fastest growing sport......Nike is leveraging Kaepernick and the NFL to ultimately destroy all competitors in India, Latin America and especially China with the NBA brand. They don't give two craps about what this does to the NFL which is why they strategically timed this release, which is why I strongly disagree with Sean that this wasn't highly calculated.
     
  5. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    Good post. And you made me realize something else they're up to.

    Like, you use symbols to organize or connect to large groups of people because it's easier for people to read whatever they want into it, right?

    And we know that so many different people read different things in to Kaepernick's "cause" as you put it--which is a good way of putting it here.

    Kaep's may be about to become a thing--like, an international thing. I figure Nike can use both themes of inclusiveness and multiculturalism alongside strong individualism and grit and stuff, plus convictions and integrity. And then people can weave whatever they want. They can even let anti-American filter in in much of the world without being responsible, what with the "flag protest" angle. Whatever the consumer wants.

    Basically, sunshine, rainbows, and puppy dogs for everyone except for one international niche. Sounds like a really good play.
     
  6. BigJimEd

    BigJimEd Member SoSH Member

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    I believe Nike already had a good amount of NBA players. James, Durant, Kyrie, etc... Jordan line is huge.
    They don't need Kaep to attract NBA players. NBA stars will flock to where the money is
     
  7. Marciano490

    Marciano490 Urological Expert SoSH Member

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    There are always new stars coming into the league and stars with contracts expiring.

    What a country we live in that people would rather burn their possessions than at least give them away. I wonder how many homeless vets could use a new pair of Nike kicks or some hoodies or apparel.
     
  8. HomeRunBaker

    HomeRunBaker bet squelcher SoSH Member

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    I disagree that Nike is comfortable in being complacent. If given the opportunity I'm sure they would want every single player in the league to don Nike's. We will find out soon enough as most of the NBA sneaker deals are structured to expire at the end of September as the annual batch of free agents feet hit the market.
     
  9. Gorton Fisherman

    Gorton Fisherman Well-Known Member Lifetime Member SoSH Member

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  10. BigJimEd

    BigJimEd Member SoSH Member

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    Sure and Nike has done well at signing them. They've also doing very well in China already.

    I don't realt see any evidence that signing Kaep was a way to attract NBA players and dominate in markets they are already doing well in.

    I think some posters might be projecting a little and want more significance to this deal than there is.

    I think it is a good move by Nike. And reportedly some other companies were looking to sign him away so Nike wasn't alone in their decision. I just hesitate to put that much value on it.
     
  11. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    Also, any given person at Nike who wants to advance has to try to do something to do so. It's not in Nike's corporate structure to become complacent about such things.
     
  12. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    I am intrigued by this theory of "sufficient domination." ;)

    What Would Bill Belichick Do?
     
  13. Marciano490

    Marciano490 Urological Expert SoSH Member

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    I think Rev’s post hits this. You don’t get to be Nike by not looking for every last advantage, no matter how well you’re doing.
     
  14. Marciano490

    Marciano490 Urological Expert SoSH Member

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    With the market seemingly open for it now, does anyone want to create a line of Confederate flag branded shoes and athletic gear with me?

    The only catch will be that whoever wears it always comes in second.
     
  15. BaseballJones

    BaseballJones goalpost mover SoSH Member

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    One interesting (to me anyway) point on this is that many colleges and universities are "Nike" schools and have contracts with Nike. There will be all sorts of athletes that disagree with this or are not in favor of Kap that will be forced to wear Nike gear because of these contracts.

    Will student athletes seek to go to certain schools because they love this decision and would now prefer to support Nike and Kap, while others try to move away from Nike schools?

    What will Nike colleges that are more conservative and lean anti-Kap (or to put it in terms they'd prefer, pro- anthem, pro-police, pro-military) do? Will they seek to get out of their contracts with Nike? This will be fascinating to watch, IMO.
     
  16. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    If Nike causes people to show this kind of social consciousness about brands and act on them to that degree then Nike will have changed the world and should probably win the Nobel Prize.
     
  17. BigJimEd

    BigJimEd Member SoSH Member

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    Who said anything about sufficient or complacency? If anyone had any evidence that this will make NBA players "flock" to Nike, I'd like to hear it.
    I think China sales 15 years and attracting NBA players was very far down the list of reasons NIKE made this deal.
    I think it's more a narrative people are making to overhype this signing.
    But it wouldn't be the first time I was wrong.

    I think Adidas and Puma trying to poach him was a much bigger factor for extending him to a big deal now when they've haven't been utilizing him much
     
  18. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    Why do you think they did it then? Serious question. Just him being poached?

    I'm trying to see the cost-benefit equation of a campaign this big and significant, unless they thought Adidas or Puma would do it, but then we have to ask why again...?
     
  19. BigJimEd

    BigJimEd Member SoSH Member

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    I think marketing campaign is mostly aimed at US market with some global benefit sure.

    I don't really see any evidence to suggest they think this will make NBA star players flock to Nike. Who knows though. Maybe I'm being shortsighted.
     
  20. Kliq

    Kliq Member SoSH Member

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    I agree. I think this is a PR move with Nike banking that whatever they lose in right-wingers will be made up for in progressives actively purchasing the Kaepernick gear; plus it gets their brand name in the news and makes them look like a progressive company. I find it really hard to believe this is some long term plan to expand the Asian market.
     
  21. Marciano490

    Marciano490 Urological Expert SoSH Member

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    Not to be an ass, but you guys realize Nike is an international brand, and they wouldn’t make any decision based on any one market without weighing the effects on all the others? Is this either of your fields, or are you just speculating?
     
  22. Dotrat

    Dotrat Well-Known Member Lifetime Member SoSH Member

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    Absolutely—from a marketing perspective, you don’t cater to one audience at the risk of alienating or losing the rest. I’d be shocked if this wasn’t fairly well thought out in a global context. I also think this may play really well outside the US because so many Nike customers hate Trump—and know that loving Kaepernick pisses him off.
     
  23. BigJimEd

    BigJimEd Member SoSH Member

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    Not to be an ass but where did anyone say they made the decision based on one market without weighing other markets.

    I said the campaign was primarily aimed at US with global benefits. I could be wrong on that and they'll broaden the campaign. But no where do I suggest they didn't consider other markets.

    I still have not seen evidence that this campaign will be a significant reason NBA stats flock top Nike. Again, I could be wrong and short sighted on this fact. I just don't personally think that is much of a factor in the campaign.


    For the record, no I am not in marketing. I do work for a global company (not nearly the size of Nike) and am aware and often involved in peripheral of marketing activities. We do plenty of campaigns that are primarily targeted at certain regions as do most other companies I am aware of.
     
  24. jose melendez

    jose melendez Earl of Acie Lifetime Member SoSH Member

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    I haven't bought a Nike product since 1996 or so due to sweatshop stuff combined with a general feeling that their version of athletic values were kind of winning is everything. Maybe I got a pair of Nike flip-flops for $10 on clearance in 2008. Anyway, I would now consider buying Nike again based on this. It's penance, I guess. Of course, I probably won't, as I'm quite loyal to Brooks now (Big toe box!), but I'd consider it.
     
  25. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    They started making stuff besides shoes. How long were you gone again?

    A lot of it is much more fungible than something as functional and specific as athletic shoes too.
     
  26. Dehere

    Dehere Member SoSH Member

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    I think it's fair to assume this isn't a giant FU to the league and Goodell. Nike just extended their sponsorship and apparel deal with the league for another eight years. I don't know what the value of that deal is but a billion dollars would probably be a reasonable place to start guessing.

    I don't think this is widely known yet but Nike has a 90-second spot in the Thursday night season opener. It's going to be fascinating to see what the content of the spot is. Nike is pretty damn smart and their messaging is often about the unifying power of sports. I feel like they have an ace in their sleeve that they haven't revealed yet.
     
  27. ElUno20

    ElUno20 Member SoSH Member

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    I love this. That line can make the new xfl jerseys too.
     
  28. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    What suit would "Getting all the people who turned off the NFL over Kaepernick bullshit suddenly interested in what's going on / what happened during the game" be?

    Fuck. I want to watch now. Even though I know it'll be all over the internet in like 30 seconds.

    Goddammit.
     
  29. Spelunker

    Spelunker Well-Known Member Gold Supporter SoSH Member

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    I like that you support black American men running through fields barefoot.
     
  30. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    08m08s
     
  31. BrazilianSoxFan

    BrazilianSoxFan Member SoSH Member

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    Replace shoes and athletic gear with condoms and you might have an awesome product.
     
  32. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    I can think of a half dozen ways Marciano might respond to this just off the top of my head...
     
  33. Kenny F'ing Powers

    Kenny F'ing Powers posts 18% useful shit

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    As a marketer, I think I'd agree with your assessment.

    Nike marketing budget is most likely broke down into regional spend. Whole Corporate marketing was most certainly aware of/approved this campaign, I doubt this move was done to (A) win the China market or (B) tell one of their largest business partners to get fucked.

    This is good old fashion, "protect the base." Its about cross-sell/upsell opportunity. The athletic community is much more friendly to minorities, and Nike pins large portions of their revenue on minorities. Brand Awareness campaigns to this scale are few and far between for Nike - a few yearly commercials for Jordan's or the flagship product for the quarter - and no global enterprise is stepping into the fray for social change unless it benefits them. And while there is certainly some demand generation associated with this campaign, demand gen programs are usually focused on a product that fits a customer/consumers need, a new product/feature, or to highlight a key differentiator between competitors. That's not what this is.

    Nope. This is about a very smart marketing organization - as well as, I'm sure, several folks of the executive team and C-level staff - understanding who is buying their products. Whatever they lose by the MAGA crowd will be made up in increased cross-sell/upsell, and it also stimulates lapsed customers into becoming new customers, which is one of the more important KPIs for a marketing org, as new customers are much more likely to become repeat customers.

    The processes the marketing team undertook (and continue to take) to get this launched successfully are large, complex, and risky. That the campaign comes across so elegantly simple is a credit to them.
     
    #633 Kenny F'ing Powers, Sep 5, 2018
    Last edited: Sep 5, 2018
  34. snowmanny

    snowmanny Well-Known Member Gold Supporter SoSH Member

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    FYI doing the reverse creates a terrible product.

    Ed: just say it, Rev
     
  35. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    That's not the Nike way. ;)

    Funny--just came here to drop this, which you made me think of yesterday:

    1918-sep 5 01-anno.jpg

    1918-sep 5 02.jpg
     
  36. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    AEB41452-727D-4C58-9F49-9B0A8C028DFA.png
     
  37. Kenny F'ing Powers

    Kenny F'ing Powers posts 18% useful shit

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    I mean, I've seen a few reports of this move from UK newsrooms, too. I dont think that means Nike was trying to set themselves up for the UK basketball scene in 15 years.

    Theres always been bidding wars for top end athletes to represent sports brands. Getting Kaep may help Nike with recruiting more of them. The end goal for every global enterprise is to get as much saturation in top markets as possible. I dont think the Kaep campaign is a break from that norm, it just happens to be a more visible one.
     
  38. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    What I mean is, it is literally impossible to run this campaign without it also being in other countries.

    So even if it is American market focused, the nature of this particular niche with this subject matter alters the way you would think about niche marketing—that’s not information you would ignore.

    Also, you can use google news to see how a given Reuters or AP story is framed by websites in other countries that run them, which is a lot of fun if you’re a news dork.

    45D4340A-3FDD-4D9E-BCBF-C0AB68DDA14B.jpeg

    Even if it’s American focused, I don’t see any way Nike doesn’t factor in the inherent global reach... and at some point, the difference breaks down.
     
  39. Kenny F'ing Powers

    Kenny F'ing Powers posts 18% useful shit

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    Oh, absolutely. I guess I didnt explain deep enough.

    When I said, "While Corporate marketing was most certainly awareof/approved this campaign", the implication was that the American campaign had corporate (global) ramifications. This campaign wasnt approved without thorough review of the corporate team as well as (like I said previously) key executives from other departments as well.
     
  40. Freddy Linn

    Freddy Linn Member SoSH Member

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    Hits you in the feels.
     
  41. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    Don’t tell me what to do, Kaep.
     
  42. Freddy Linn

    Freddy Linn Member SoSH Member

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    CNBC reporting the ad will run during the NFL opener.
     
  43. ZMart100

    ZMart100 Member SoSH Member

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    Nike knows their customers.
     
  44. Dehere

    Dehere Member SoSH Member

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    The spot's good but to me it's not great. If you're going to take a pretty sizable risk by signing Kaep I think the creative needs to be a little more stirring, more of a call to unity. The creative doesn't really gain anything from Kaep's narration. You could have had Serena or MJ read the same copy to the same effect.
     
  45. HomeRunBaker

    HomeRunBaker bet squelcher SoSH Member

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    Someone may have mentioned 15 years upthread but I feel this begins Sept 30th when those NBA sneaker deals that expire this year come due. Aside from this difference I don't disagree with much of your overall point...……


    Except the one about Nike caring about the NFL. No, I believe they are using Goodell to the highest degree here. They release this campaign the week before Week 1 and AFTER securing a 90-second slot on opening week. Nothing about the timing of this campaign signifies that they care about the NFL product as more and more will tune out.
     
  46. snowmanny

    snowmanny Well-Known Member Gold Supporter SoSH Member

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    Boycotting Nike because of that ad seems odd.
     
  47. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    Some argue it’s basically full of unspoken messages about politics and they know what it really means.
     
  48. Papelbon's Poutine

    Papelbon's Poutine Homeland Security SoSH Member

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    But...but...FB told me their stock went down yesterday??
     
  49. jodyreeddudley78

    jodyreeddudley78 Member SoSH Member

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    I suspect the people burning Nike's will look at that ad, buy more Nike's, and burn them too.
     
  50. Reverend

    Reverend for king and country Lifetime Member SoSH Member

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    I saw some internet rag crowing about how their stock tanked based on how much they lost in market share.

    Like I'm going to listen to some asshole who can't tell the difference between counting and rate stats?
     

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