🏃 Vintage Nike Ads

Is Aspirational Marketing Lame?

What’s good everyone. Just got back from Equinox, made a smoothie (DM for the recipe) and I am feeling f*cking pumped up.

Today I want to open the archives and take a look at some memorable vintage Nike ads. Nike as long been known as the kings of ‘aspirational marketing’ collateral. This form of advertising was well regarded and used in the late 1900s, but we see less and less of it done well these days. Is there a compelling case to revive it? Let’s see.

Physical Ads

First up we have a classic Nike billboard. The genius of this billboard is that is not advertising any specific product, rather its marketing the ethos of Nike, which is far more important to driving consumers purchase decisions than a well shot shoe on a billboard.

While this type of advertising is risky and does not present a clear ROI, Nike did this type of thing for decades, permeating our cultural bedrock and marking its presence as a brand not just for athletes, but for people striving to achieve something greater.

The thing is… this paid off for Nike. After decades, they’ve built what some would consider the strongest brand in the world.

So much so that they are able to do subtle, physical ads like this park bench with the bench removed. You can instantly look at this and the painted Nike logo and get the ad. Nike is for those who don’t take breaks… like the writer of this newsletter.

Clever Print Ads

Nike used to be pros at reconfiguring their product photography to create intriguing compositions. I love the unexpected, barebones aesthetic of the Nike Air Sock ad, which removes the shoe entirely, communicating the shoe’s purported lightness.

The Nike Air Max ad has no type, but the lung shaped composition effortlessly communicates these shoes were for performance.

Lastly, the ‘clock’ ad playfully remixes the iconic Nike logo to create a world clock design. When you have a logo as iconic as the swoosh, you can remix it in novel ways to create unique messages.

Playfullness

Nike capitalized on the 1970s gas crisis to create this playful ad depicting a runner leveraging his athleticism to get around the shortage.

We rarely see Nike or other big brands play into the Zeitgest like this anymore, and when they do its always in a stilted, lame, social justice way.

I wish we’d see more playfulness in Nike ads today.

Fun fact: Did you know Nike basically invented jogging?

In the 70s, the founders of Nike collaborated with a doctor to release a book touting the health benefits of jogging. Today literally everyone runs.

BONUS

I just really love the angle on this ACG ad. So sick.

Rules to Live By

Commandments’ of Nike. This iconic list is honestly rules to live by in all facets of life. The summation of Nike’s advertising ethos is marketing aspiration. But has aspirational marketing lost its luster in today’s cynical world?

Its widely thought that Gen Z is the most cynical. Facing a warming world, inflation, global instability… but maybe that hasn’t shook the forward looking spirit of youth.

The numbers suggest this type of advertising could actually work still. An Axios report claims 76% of Gen Z say they have a ‘great future ahead of them’ and 82% say they’ll ‘achieve their goals’

Maybe Nike should acknowledge that 82% and start making cooler ads again.

About Jake

Jake Bell is a content marketing strategist based in NYC. He specializes in branding, art direction, creative strategy, content creation, and making things cool.

To get in touch visit www.jb.studio

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