{"id":381,"date":"2012-06-06T13:47:29","date_gmt":"2012-06-06T13:47:29","guid":{"rendered":"http:\/\/www.ativaesporte.com\/?p=418"},"modified":"2024-06-26T10:15:36","modified_gmt":"2024-06-26T10:15:36","slug":"what-does-new-nikes-campaign-and-the-avengers-have-in-common","status":"publish","type":"post","link":"https:\/\/robertoveiga.com.br\/aaaaa\/en\/what-does-new-nikes-campaign-and-the-avengers-have-in-common\/","title":{"rendered":"What does new Nike\u00b4s campaign and The Avengers have in common?"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;]<a href=\"http:\/\/www.ativaesporte.com\/uncategorized\/what-does-new-nikes-campaign-and-the-avengers-have-in-common\/attachment\/nike\/\" rel=\"attachment wp-att-419\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-419 aligncenter\" title=\"nike\" src=\"http:\/\/www.ativaesporte.com\/wp-content\/uploads\/2012\/06\/nike.jpg\" alt=\"\" width=\"547\" height=\"309\" \/><\/a><\/p>\n<p>We\u00a0know this\u00a0might\u00a0just\u00a0look like another opportunistic post about two of the most commented marketing phenomena\u00a0these days: the new Nike campaign and The Avengers movie. But,\u00a0we\u00a0promise, in the end of the\u00a0text you will notice that both have\u00a0a lot in common in their strategies. But, if you haven\u00b4t seen this Nike campaign yet,\u00a0<a href=\"http:\/\/www.psfk.com\/2012\/05\/nikes-interactive-tunnels-ad.html\">stop everything in and click here<\/a>.<\/p>\n<p>Back to\u00a0our\u00a0thoughts\u2026\u00a0The Avengers is guided by an innovative logic in the movie industry as this franchise is composed by four characters (Iron Man, Hulk, Thor and Captain America),\u00a0with their own stories that can be consumed in any quantity, combination and order. All these stories serve as fuel to fans, raising the expectations to The Avengers movie, a fifth story that can be consumed together or\u00a0separated from the others.\u00a0 The bigger the combination between Marvel\u00b4s movies, the\u00a0better\u00a0the experience.<\/p>\n<p><a href=\"http:\/\/www.ativaesporte.com\/uncategorized\/what-does-new-nikes-campaign-and-the-avengers-have-in-common\/attachment\/avengers\/\" rel=\"attachment wp-att-420\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-420 aligncenter\" title=\"avengers\" src=\"http:\/\/www.ativaesporte.com\/wp-content\/uploads\/2012\/06\/avengers.jpg\" alt=\"\" width=\"629\" height=\"384\" \/><\/a><\/p>\n<div>\n<p>Now, let\u00b4s talk about Nike, which has a lot of athletes in their sponsorship portfolio. Star players in the most respected football clubs in the world. During the year Nike activates its sponsored players in many ways, each one as an individual story, or, each player as an \u201cavenger\u201d.<\/p>\n<\/div>\n<p>From time to time Nike launches a major campaign with a strong message and full of technology tricks, as we have seen in\u00a0the \u201cMy Time is Now\u201dinteractive video. These campaigns\u00a0feature\u00a0a lot of athletes, showing the power of the brand. Metaphorically all these heroes getting together are the Nike\u00b4s Avengers.\u00a0See our point?<\/p>\n<p>This logic is specially interesting to brands that work with lots of sports properties at the same time because it enables each one\u00b4s development and also an umbrella concept with all of them.<\/p>\n<p>Just like The Avengers, the success key is to build these minor stories with a clear and long term vision. Last Nike\u00b4s campaign, for example, had yourh stars that will gonna make history soon as a theme. It\u00b4s hard to believe that all these sponsorships happened by chance, without a long term strategy, before the first contracted was signed.<\/p>\n<p>Concluding, companies which sponsor sports properties without asking themselves why and for what cannot build meaningful campaigns, as Nike did with My Time is Now.<br \/>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We\u00a0know this\u00a0might\u00a0just\u00a0look like another opportunistic post about two of the most commented marketing phenomena\u00a0these days: the new Nike campaign and The Avengers movie. But,\u00a0we\u00a0promise, in the end of the\u00a0text you will notice that both have\u00a0a lot in common in their strategies. But, if you haven\u00b4t seen this Nike campaign yet,\u00a0stop everything in and click here. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":170067,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<p><a href=\"http:\/\/www.ativaesporte.com\/uncategorized\/what-does-new-nikes-campaign-and-the-avengers-have-in-common\/attachment\/nike\/\" rel=\"attachment wp-att-419\"><img class=\"size-full wp-image-419 aligncenter\" title=\"nike\" src=\"http:\/\/www.ativaesporte.com\/wp-content\/uploads\/2012\/06\/nike.jpg\" alt=\"\" width=\"547\" height=\"309\" \/><\/a><\/p><p>We\u00a0know this\u00a0might\u00a0just\u00a0look like another opportunistic post about two of the most commented marketing phenomena\u00a0these days: the new Nike campaign and The Avengers movie. But,\u00a0we\u00a0promise, in the end of the\u00a0text you will notice that both have\u00a0a lot in common in their strategies. But, if you haven\u00b4t seen this Nike campaign yet,\u00a0<a href=\"http:\/\/www.psfk.com\/2012\/05\/nikes-interactive-tunnels-ad.html\">stop everything in and click here<\/a>.<\/p><p>Back to\u00a0our\u00a0thoughts\u2026\u00a0The Avengers is guided by an innovative logic in the movie industry as this franchise is composed by four characters (Iron Man, Hulk, Thor and Captain America),\u00a0with their own stories that can be consumed in any quantity, combination and order. All these stories serve as fuel to fans, raising the expectations to The Avengers movie, a fifth story that can be consumed together or\u00a0separated from the others.\u00a0 The bigger the combination between Marvel\u00b4s movies, the\u00a0better\u00a0the experience.<\/p><p><a href=\"http:\/\/www.ativaesporte.com\/uncategorized\/what-does-new-nikes-campaign-and-the-avengers-have-in-common\/attachment\/avengers\/\" rel=\"attachment wp-att-420\"><img class=\"size-full wp-image-420 aligncenter\" title=\"avengers\" src=\"http:\/\/www.ativaesporte.com\/wp-content\/uploads\/2012\/06\/avengers.jpg\" alt=\"\" width=\"629\" height=\"384\" \/><\/a><\/p><div><p>Now, let\u00b4s talk about Nike, which has a lot of athletes in their sponsorship portfolio. Star players in the most respected football clubs in the world. During the year Nike activates its sponsored players in many ways, each one as an individual story, or, each player as an \u201cavenger\u201d.<\/p><\/div><p>From time to time Nike launches a major campaign with a strong message and full of technology tricks, as we have seen in\u00a0the \u201cMy Time is Now\u201dinteractive video. These campaigns\u00a0feature\u00a0a lot of athletes, showing the power of the brand. Metaphorically all these heroes getting together are the Nike\u00b4s Avengers.\u00a0See our point?<\/p><p>This logic is specially interesting to brands that work with lots of sports properties at the same time because it enables each one\u00b4s development and also an umbrella concept with all of them.<\/p><p>Just like The Avengers, the success key is to build these minor stories with a clear and long term vision. Last Nike\u00b4s campaign, for example, had yourh stars that will gonna make history soon as a theme. It\u00b4s hard to believe that all these sponsorships happened by chance, without a long term strategy, before the first contracted was signed.<\/p><p>Concluding, companies which sponsor sports properties without asking themselves why and for what cannot build meaningful campaigns, as Nike did with My Time is Now.<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[3343],"tags":[],"class_list":["post-381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ingles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What does new Nike\u00b4s campaign and The Avengers have in common? - Ativa Esporte<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/robertoveiga.com.br\/aaaaa\/en\/what-does-new-nikes-campaign-and-the-avengers-have-in-common\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What does new Nike\u00b4s campaign and The Avengers have in common? - Ativa Esporte\" \/>\n<meta property=\"og:description\" content=\"We\u00a0know this\u00a0might\u00a0just\u00a0look like another opportunistic post about two of the most commented marketing phenomena\u00a0these days: the new Nike campaign and The Avengers movie. But,\u00a0we\u00a0promise, in the end of the\u00a0text you will notice that both have\u00a0a lot in common in their strategies. But, if you haven\u00b4t seen this Nike campaign yet,\u00a0stop everything in and click here. 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But,\u00a0we\u00a0promise, in the end of the\u00a0text you will notice that both have\u00a0a lot in common in their strategies. But, if you haven\u00b4t seen this Nike campaign yet,\u00a0stop everything in and click here. 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