Nike Uses Store Owners Instead of Models or Celebrities
Christina Butty — October 15, 2009 — Marketing
To create ads for the Fall and Holiday Nike SB apparel collections, Nike didn’t hire models. Instead, the global shoe retailer sent photographer and Nike SB Pro Todd Jordan on the road to capture photos of the small retailers who carry their gear. Armed with a bag full of holiday apparel which he photograped the shopkeepers in, Jordan created photos for the Nike SB ad campaign titled, “Support Your Local.”
This is certainly a deviation from Nike’s standard lavish ad campaign featuring expensive celebrities. The shoe and lifestyle brand is certainly full of surprises.
This is certainly a deviation from Nike’s standard lavish ad campaign featuring expensive celebrities. The shoe and lifestyle brand is certainly full of surprises.
Trend Themes
1. Retail Staff Modelling - Retailers are using their staff as models to promote their products, offering a more authentic representation of their brand.
2. Supporting Small Businesses - Promoting small businesses through advertising campaigns helps brands establish a community-focused image while supporting local economies.
3. Alternative Advertising Campaigns - Brands are stepping away from traditional, celebrity-focused ad campaigns and adopting more unconventional approaches to stand out in the market.
Industry Implications
1. Fashion - Fashion brands can benefit from featuring their own store staff in promotional campaigns, creating a unique brand identity and showcasing in-store collections.
2. Retail - Retailers can promote their brand and support local businesses through advertising campaigns that feature small business owners who carry their products.
3. Advertising - Advertising agencies can adopt alternative approaches to promote brands, encouraging them to focus on authenticity and community-building rather than relying solely on celebrities for promotion.
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