Nike’s first global foray into action sports—“The Chosen” campaign which uses the company’s familiar “Just Do It” slogan—appears to have successfully raised perception among adults, 18-34, in the US and UK. These gains have been more modest in Germany, however.
Muscling in to the skateboarding, snowboarding and surfing apparel category—long the domain of brands like Quiksilver, Billabong and O’Neill’s—Nike has rolled out the usual big gun athletic endorsers, including Paul “P-Rod” Rodriguez, Danny Kass and Laura Enever, for a minute and a half film, shot all over the world and aiming for the feel of a live rock concert.
Since “The Chosen” campaign’s debut on Thursday, June 2nd, Nike’s perception with adults, 18–34, has made the biggest strides in the United States, sending its Buzz score from 25.4 to 36.2 a little less than three weeks later. Close behind was the movement in the UK, jumping from 15.9 to 22.9 in the same demographic. However, with home product Adidas firmly entrenched, Nike barely moved the meter in Germany, the campaign nudging the Buzz score from 13.7 to 15.2 in the same period.
Nike was measured using YouGov BrandIndex’s Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"