Brand impulse gone wrong? Nike’s Boston Marathon ad campaign was a risk it shouldn’t have taken
The company’s business has been built on enlarging the tent of who gets labelled an athlete. The mantra of its co-founder, Bill Bowerman, that “If you have a body, you’re an athlete,” is embedded in Nike’s mission statement. Its tagline is very intentionally “Just Do It,” not “Only Do It If You’re Going to Win.”
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