Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Nike Built a Brand on Athlete Storytelling
In this episode of Building Brands with Fexingo, Lucas and Luna explore how Nike built one of the most iconic brands in history through athlete storytelling. They focus on the 1980s signing of Michael Jordan, the creation of Air Jordan, and the 'Just Do It' campaign. Learn how Nike turned endorsement deals into narrative engines, creating emotional connections that transcend product. The hosts discuss the importance of authenticity, the risks of athlete scandals, and how Nike's strategy evolved from Jordan to LeBron to Colin Kaepernick. Packed with specific examples like the…
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