Tell me I am not an athlete

Nike’s ultimate ambition is to become number one in the women’s sportswear category by summer 2008. To do this, it needed to inspire all women to feel like athletes using dance as the vehicle. This was achieved through a powerful brand campaign encompassing all forms of the commercial media mix and exploiting Nike’s Just Do It attitude to gain free exposure amongst non-paid for media.

Read more about how Nike became the “coolest” brand here : WARC (log on to RP VPN first)

Social Media in Plain English

A simple story that illustrates the forces shaping social media.