Like almost everybody in the world, if I were to ask you to name the leading brands in the sneaker market, I am sure you would answer with Nike and Adidas. These two brands have been locked in a fierce and relentless rivalry for nearly 60 years. It’s likely that you might even have a preference for Nike’s “Swoosh” or Adidas’ “Three Stripes”, or maybe you purchase sneakers based on what’s trending. Either way, each company has its own messaging tactics, rooted in distinct storytelling and brand identity.
In my search for the perfect definition of brand storytelling, I came face-to-face with several different answers. but they all conveyed the same message: storytelling is a tactic to convey your product (or service) message with meaning and impact (Chapman, n.d.). Both Nike and Adidas use storytelling tactics in their marketing content. Nike’s storytelling approach focuses on inspiration, empowerment, and human potential. Their campaigns highlight athletes who overcome life challenges, aligning emotional narratives to personal achievement and resilience. On the other hand, Adidas leans into innovation, performance, and sustainability. Their campaigns centre around cutting-edge technology and eco-friendly practices, positioning the brand as forward-thinking and responsible.
While both brands have strong points in their marketing campaigns, I feel one tends to resonate more based on current trends in consumer behaviour. Unsurprisingly, they’re also leading in the financial rivalry, holding a larger market share (Nike Vs Adidas: A Silent Rivalry Explained, n.d.). Can you guess which brand it is?
If you said Nike, bingo!
However, the gap is narrowing. Adidas’ focus on sustainability and eco-friendly innovations is gaining traction among consumers as generations become more environmentally conscious. But don’t agree with me just yet. As we delve into Nike vs. Adidas’ long-lasting brand war, it’s clear that both storytelling tactics tap into different aspects of consumer behaviour. Let’s take a look at Nike first.
Nike’s storytelling approach revolves around inspiration, empowerment, and human potential. Their campaigns often highlight athletes and individuals overcoming life hurdles – demonstrating acts of perseverance and resilience. A great example is Nike’s Find Your Greatness campaign, released during the London Olympics in 2012 as a sort of “rebuttal” against Adidas after losing the Olympics sponsorship battle. (7 Best Nike Ads and Marketing Campaigns That Get Our Approval, 2024). Unlike previous Nike ads, the central message was that greatness is not reserved for the world’s top athletes, it’s achievable by everyone. They aimed to broaden the definition of an athlete, making it accessible and relevant to a wider audience. The campaign also appealed to the universal desire for self-betterment and achievement. By highlighting ordinary people pushing their limits, the brand was able to associate itself with feelings of ambition, empowerment, and success. Most importantly, it resonated deeply with the core human desire for self-improvement. This authentic connection is something Adidas has always struggled to create, prompting consumers just like me to choose their side.
“The greatest storyteller of all times? In my view it isn’t Roald Dahl, Stephen King, or Banksy. It’s Nike” – FILESTAGE
Another fantastic storytelling ad from Nike is Failure featuring Micheal B. Jordan (you thought we could talk about Nike without mentioning him??). Once again, this campaign taps into universal human emotions and experiences; we’ve all failed at something in our lives, and we will continue to fail many times throughout it. But what’s important is to remember that failure is not a setback, but part of the journey to success. The simplicity and straightforwardness of this ad is something I really admire, there are no complex plot or flashy effects, just a deep message about resilience. This campaign aligns perfectly with Nike’s “Just Do It” slogan, overcoming challenges and continuing to strive for greatness. An added bonus, Jordan’s legendary status makes him the perfect storyteller for this narrative, making the message even more impactful.
Let’s switch sides here and take a look at Adidas storytelling campaigns. Their approach focuses on themes of innovation, performance, and sustainability, aligning with the brand’s core values of forward-thinking and responsibility. Through their advertisements, Adidas tells stories centred on innovation by showcasing how their products enhance athletic performance. The “Impossible is Nothing” campaign features athletes who defy experiences or break records, such as Lionel Messi, reinforcing the idea that Adidas products help perform at their best. Through this campaign, Adidas connects these stories of athletes to the broad human experience of overcoming setbacks in life. Through the use of compelling imagery and athlete testimonials, the ads highlight a mix of action, struggle, and success that creates an emotional arc to hook viewers.
A campaign that I loved from Adidas was their collaboration campaign with Parley for the Oceans. As someone who is passionate about sustainability, this campaign truly resonated with me. The Adidas x Parley: A Mission for Our Oceans utilizes storytelling to communicate a strong environmental message, combining innovation with a clear social purpose. The story creates a sense of urgency, addressing the critical issue of plastic pollution in the oceans. Through this collaboration, Adidas is able to become a key part of the narrative, positioning themselves as heroes while simultaneously demonstrating their innovative technologies to create products that help reduce ocean pollution. Another thing I love about this campaign is it inspires action; Adidas invites the audience to take steps to reduce plastic waste in their lives, turning them into active participants in the mission.
These are just a few examples showcasing the genius storytelling skills from both Nike and Adidas. Who do you think wins? In this battle of the brands, which storytelling strategy will prove to be more influential as consumer priorities shift in the coming years? Only time will tell.
Let me know what you think!
References:
adidas Football | UEFA EURO 2020™ | Impossible Is Nothing. (2021, June 10). YouTube. Retrieved October 9, 2024, from https://www.youtube.com/watch?v=ECLJ5Jo-HV0
Chapman, L. (n.d.). What is storytelling in marketing? Complete 2024 guide. Product Marketing Alliance. Retrieved October 9, 2024, from https://www.productmarketingalliance.com/the-what-why-and-how-of-storytelling/
Guide, S. (2023, September 19). What Brands Can Learn From Adidas’s Marketing Strategy. Brand Vision. Retrieved October 9, 2024, from https://www.brandvm.com/post/adidass-marketing
Hu, X. (2024, July 30). Unleashing the Power of Storytelling: adidas’ Impossible Is Nothing Campaign. Medium. Retrieved October 9, 2024, from https://medium.com/marketing-in-the-age-of-digital/unleashing-the-power-of-storytelling-adidas-impossible-is-nothing-campaign-c8cf652402fb
Koltun, N. (2022, May 10). Sneaker supremacy: Nike and Adidas battle for brand love. Marketing Dive. Retrieved October 9, 2024, from https://www.marketingdive.com/news/sneaker-supremacy-nike-adidas-brand-rivalry/621712/
Nike vs Adidas: A Silent Rivalry Explained. (n.d.). Fashinza. Retrieved October 9, 2024, from https://fashinza.com/brands-and-retail/marketing/nike-vs-adidas-a-silent-rivalry-explained/
Sayed, M. (2023, August 11). From Inspiration to Impact: Unveiling the Success Behind adidas Ads in 2023″. Medium. Retrieved October 9, 2024, from https://medium.com/@imohamedsayed/from-inspiration-to-impact-unveiling-the-success-behind-adidas-ads-in-2023-48b42fb70e2e
7 Best Nike Ads and Marketing Campaigns That Get Our Approval. (2024, September 19). Filestage. Retrieved October 9, 2024, from https://filestage.io/blog/best-nike-marketing-campaigns/
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Thank you for reading and I’ll see you next week for another dose of advertising alchemy! -Adie
Adie’s Advertising Alchemy 
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