NIKE: UNTIL WE ALL WIN

NIKE is the number one international athletic brand that prides itself on integrity and diversity. For many years, NIKE has represented numerous athletes and national athletic organizations through uniform designs, sponsorship, and community-wide programs. NIKE's Until We All Win Campaign is the prime example of what NIKE stands for. This campaign was created with the intent to merge people with unlike attitudes, beliefs, and physical features through the use of sports. Their primary target audience are both athletic men and women who consider themselves to be activist and involved in their local community. NIKE is going after coaches, retired athletes, and community leaders that have a life long passion for sports and community activism. They are encouraging their target audience to become Equality Ambassadors through NIKE's program and raise money for future programs through the Equality Collection.

NIKE is using various platforms for content to promote this campaign. Three of the larger content platforms are: NIKE's website, NIKE's official Instagram account, and NIKE News blog. The NIKE website is their main source for their content. The homepage provides a link that takes the reader to Until We All Win's main website. The page is filled with content describing what the campaign is, what are its main goals, and how to get involved. Another form of content NIKE is using is their Instagram page. Their corporate account is filled with picture and video posts from a wide range of athletes. The content is promoting a high level of diversity and unity. There are posts from the National Basketball Association, women running in a hijab, celebrities who are promoting fitness and health, and retired athletes who are making an impact in their communities. The last form of content is the NIKE News blog. Until We All Win has an individual blog post dedicated to the campaign's goals and mission. The post explains how the organization plans to use the power of sports to fight for equality and diversity. The post also includes the powerful Equality film featuring NBA, All Star, LeBron James. James speaks on the power sports and its strength to bring people of all kinds together in a binding environment. The main message within this content is sports can help aid the injustice, discrimination , and obstacles many citizens face all over the world. NIKE is sending the message that they are more than an athletic, retail company, but they are a brand that stands with their clients through thick and thin. This campaign wants its target audience to do the same for their communities. NIKE is using this call to action to get its audience involved by becoming Equality Ambassadors, build sport organizations within their communities, and support the cause by shopping the Equality Collection.

This content is highly motivational and effective. According to Zazzle Media, the four main components are: to educate, to entertain, to persuade, and to convert (2016). The content acts on all four by highlighting the benefits of the program. NIKE uses the main webpage to educate its readers about the campaign initiatives. The Instagram page is used to entertain the readers by posting quality photographs and videos including celebrities and successful athletes around the world. The blog's purpose is to persuade and convert its readers by having LeBron James speak on the influence of sports and unity. The post also explains why its readers should get involved today. All forms of digital content compliment one another to educate, entertain, persuade, and convert each reader. NIKE builds this persona of strength, preservation, and dignity. This persona is intended to represent courage and be an inspiration to local community leaders to do the same.

#Nike #Sports #Athletes #Ambassadors #Equality