Nike's Application of the Power of Social Currency and Emotion

Nike
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Nike is an American multinational footwear and apparel company that has become a household brand worldwide. The company boasts a large customer base both online and offline. Since its inception, the company has leveraged various social media platforms to communicate and appeal to the needs of its clients. Nike has successfully run numerous social media campaigns with a compelling, eye-catching tagline.
Recently the company launched a campaign dubbed play new. The campaign's goal was to revive the athletic spirit of all people through innovation and inspiration (Designboom, 2021). The campaign aimed to capture the joy motivation one experiencing engaging in any sport even though there are not world-famous. In my purview, I think the campaign was a success. It resonated with a significant percentage of their customers across their social media platforms. Particularly on YouTube, the 60 secs videos were shared by 300,000 people and attracted more than 230,000 connections (Refinery29). Shifting from their hyper motivational techniques created a wave of freshness. It reignited the client's love for sports and appealed to the audience's innate desire to enjoy sports in a non-competitive nature. The campaign also emphasized diversity and inclusivity, a critical element among Gen Z and millennials who make up a significant perce...