Nike seem tired of “Just do it”. Instead they now use the payoff “Here I am” in their efforts to strengthen their brand among women. In this ad they are using Maria Sharapova, the famous Russian tennis player with sponsor contracts that makes Bill Gates blush.
Being a tennis fan and an avid tennis player myself, I must say that Maria Sharapova really annoys me. She screams like she is in labour every time she hits the ball and also takes approximately one hour in between points (20 seconds is allowed if I remember correctly). It is a shame that Justine Henin-Hardenne quit.
My favorite is Roger Federer. He is taking tennis to a new level. And he also features in this rather funny commercial.
Nike skrotar sin payoff “Just to it” i sina satsningar att stärka sitt varumärke bland kvinnor. Nu heter det “Here I am” med fokus på kvinnliga idrottsstjärnor.
Mindre än 5% av all sport i amerikansk media relaterar till damidrott. Konsekvensen blir att intresset svalnar och kvinnliga atleter kommer få betydligt svårare att hitta sporrande förebilder.