Naturally, due to highly commercial nature of such companies their perception varies depending on the target audience (some consider them inspirational, some other emphasize how these companies acclaim their fortunes by abusing the cheap labour in Asian markets).
Still, it has to be noted that the marketing campaigns of the sport big brands are remembered and tend to create a long-lasting impact.
NIKE FOOTBALL:
key elements:
-High-lights the impact people who participate in sports have (the audience all over the world, satelite broadcast)
-Voice-overs (storytelling).
-Detailed shots, close-up
-Features role-models
-No weaklings (survival of the fittest style) - IMPOSING A CHALLENGE (see NIKE CAGE: funny spot yet is says clearly "loosers go home")
(question: do we want to impose a challenge on people who theoretically are already challenged?)
commercials make people seem great so that the other feel ambitious to follow in their footsteps.
-Respect and consideration between the players
NIKE I CAN DO THIS:
Nike happens on the pitch and stays on the pitch. We are interested in what happens outside of it as well.
ADIDAS: Impossible is nothing campaign.
What motivates people?
Will the kids be confident to talk about their social backgrounds and say how streetsport has helped their problems?
Some people listen to themselves rather than listen to others. -- again, aims to boost one's self-confidence
Structure:
The big brand commercials are often stylized to be a movie. They often feature voice over, usually in a form of a motivational poem which is bound to stimulate people into accepting the challenge.
Yet according to the commercial the 'superhuman' motivation and spirit come from the advertised product.
What we aim for in the streetsport is to have the same sort of impact yet without the product placement.
It's not your shoes. It's you.
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