"Everyone wants a pair" - NIKE

NIKE AD

"EVERYONE WANTS A PAIR"

ERIC LILLO &ÁLVARO DÍAZ

START

INDEX

05 · Reactive Marketing

01 · Background

02 · Why Use English?

04 · Campaign Impact

03 · In-depth message analisys

06 · Conclusion

Nike "Everyone wants a pair" ad

Nike ad

Background

This ad was inspired by a viral image from the Argentina-Chile match in the 2024 Copa America, where an Argentinian player grabs the foot of a Chilean player, who’s wearing Nike shoes. Then, Nike used this scene to create a humorous ad saying "Everyone Wants a Pair", implying the shoes were so desirable that even rival players would try to grab them​.

Why use English?

English is a global language, allowing Nike to reach a wider audience with just a single ad.Also, by choosing English, Nike makes this ad accessible and shareable across social media worldwide, amplifying its global reach​.

In-depth message analysis

Desirability

Strategy

Humor

This simple phrase uses humor to make a heated sports moment a relatable, funny message.

Nike transforms the viral image by suggesting the player’s “foul” was motivated by a desire for Nike shoes, adding an unexpected twist that makes viewers smile and remember the brand​.

By stating "Everyone", Nike sugests that thier shoes aren't just popular but higlhy demanded, creating a sens of exclusivity

REACTIVE MARKETING

WHAT IS IT?

BENEFITS

CHALLENGES

Reactive marketing involves quickly responding to viral moments or trending events, as Nike did with this game scene.

This tactic helps brands stay relevant, engage audiences in real time, and connect their products to memorable events.

Reactive marketing requires quick decision-making and creativity under pressure. Brands must balance speed with sensitivity to avoid potential backlash, ensuring they stay authentic and aligned with their values.

CAMPAIGN IMPACT

- Positive Reactions: Nike’s creativity was widely praised for capturing this viral moment with humor and wit. - Connecting with Audiences: The ad boosted Nike’s brand image and showed their ability to connect with global fans in real time.

AUDIENCE CONNECTION:

80%

Enhanced brand loyalty and global fan connection.

SOCIAL MEDIA ENGAGEMENT:

85%

High increase in shares, likes, and comments.

BRAND SENTIMENT:

90%

Strong positive reactions from audiences and professionals.

CONCLUSION

- Takeaway: Nike effectively used a viral event to promote their product in a memorable, humorous way. - Global Brand Reinforcement: With English language and reactive marketing, Nike continues to solidify its global image.