When Liverpool were clearly in negotiations with Nike about joining their stable, and even when New Balance took Liverpool to the High Court over their multi-million dollar sponsorship deal, the message from most fans was clear: Just Do It.
That is the power of marketing, and the strength of a slogan. To think of Nike is to think of those three words, but also Tiger Woods, Michael Jordan, Serena Williams, LeBron James and Odell Beckham Jr. It is to think of countless advertisements which have stuck to society – here’s 26 of them! – and are watched by millions to this day online. It is because of the recognition Nike commands, that immediate legitimacy it possesses, that Liverpool were so keen to link up. Although a record-deal in terms of money helps too.
But the reverse is also true. Nike’s stories and narratives revolve around those who they sponsor. Woods’ revival, Colin Kapernick’s protests, Jordan’s… everything. For Nike to paint their picture, they need the brushes and canvas – the athletes and events provide it. Liverpool have created some of the most iconic and well-told stories in sporting history, meaning Nike were just as keen to have them on their roster to create these stories.
The evidence comes in the Oregon-based giant’s most recent advertising campaign. It is fantastic. Goosebumps. The sort of ad only Nike can really do, somehow weaving all of these giants of sport, of society, and telling the most compelling story. This is all about comebacks, resurrection, the idea of being down and out, before rising into victory.
Sound familiar?
Take a look at the advert. An advert which has been watched on YouTube nearly one-hundred MILLION times in four days.
For those who can’t, here’s what the narration says, with images of some of the greatest athletes and comebacks we’ve ever seen – Serena, LeBron, Jordan, Woods, the Patriots against the Falcons – spliced through, dotted with commentaries of those events.
We’ve all been underestimated and counted out. In those moments, we felt like it was over.
But it’s when we’re given no chance that we somehow found that last bit of strength to keep fighting.
And then we did what no one thought we could – not even ourselves.
We came back from the impossible. From being broken. We found a way when it seemed hopeless. We came back when we should have been long forgotten, and we did it time and time again.
Right now, we’re fighting for something much bigger than a win or a championship – but if we learn anything from sports, it’s that no matter how far down we may be, we are never too far down to come back.
Jeez. That is good. And as the final lines allude to, this isn’t about sport alone. There is a wider message here relating to the battle we, as a world, face against COVID-19.
But read those words, watch that campaign, and it quickly becomes apparent what Liverpool will bring to Nike. They have done what Tiger, Serena, LeBron and Jordan have done; their Super Bowl 51 was Istanbul, their Barcelona reminiscent of Woods at last year’s Masters. Liverpool may not have been the best club in football over the past 15 years, but they have arguably been the most interesting . The club whose moments have lingered longest in the memory.
That is some commodity to have. Not only will Nike make those events as cinematic as possible, but Liverpool might keep providing those moments to be turned into marketing gold. The fact those words above are so directly linked to Liverpool, and feel like they belong to Liverpool more than any other football club, is precisely the reason Nike were so keen to link up.
Nike’s latest campaign only serves as a reminder about both the art of the company, and the PR power of those involved. Liverpool might be just about to get that little bit more powerful, and the entire world is about to find out.
