Nike’s “Dream Crazier” campaign, which was released in 2019 and focuses on female athletes and the stereotypes or criticisms they face when showing emotions or being assertive in sports. It’s narrated by Serena Williams and begins with the line, “If we show emotion, we’re called dramatic.”
The commercial continues by highlighting various powerful moments from female athletes across different sports, emphasizing how women are often labeled as “crazy” for pushing boundaries or showing intensity. The ad aims to challenge these stereotypes and celebrates women who break barriers in sports.
But what does all this mean to you as a business owner?
In this blog we'll discuss six reasons why this ad works and works well. I'll share why these points resinate with their market and how you can apply these principals to your own business.
1. Emotional Storytelling
Nike taps into a universal emotion—resilience in the face of adversity. The ad starts with a relatable sentiment, “If we show emotion, we’re called dramatic,” immediately connecting with the audience on a personal level. What woman hasn't been called crazy? Nike plays off those feelings that word projects and turns it into a positive.
• Resonates with Audience: The ad speaks to women who have experienced similar challenges, making them feel seen and understood. Nike’s ability to tell a story that resonates emotionally strengthens brand loyalty.
• Business Application: Identify the emotional core of your brand’s story and communicate it in a way that resonates with your audience. Whether it’s the passion behind your product or the journey you’ve taken, tap into emotions that your customers can relate to. Use customer testimonials or share stories that highlight the human element of your business. This builds a deeper connection with your audience.
2. Challenging Stereotypes
By addressing the stereotypes women face in sports, Nike positions itself as a brand that supports breaking down barriers and challenging the status quo. They are hitting it head on with the term crazy and how women are often projected as being "crazy" when showing intense emotions.
• Resonates with Audience: This approach appeals to Nike’s audience, who value equality. It strengthens Nike’s brand identity as a champion of social issues, which resonates particularly well with younger, socially conscious market.
• Business Application: Don’t be afraid to address and challenge the norms in your industry. Position your brand as a leader by tackling common misconceptions or breaking away from outdated practices. Think about the stereotypes or challenges your customers face and how your business can help them overcome these barriers. Use your marketing to highlight this.
3. Dream Crazier an Empowering Messaging
The ad’s message is not just about acknowledging struggles but also about empowering women to overcome them. Phrases like “show them what crazy can do” turn negative labels into a source of strength.
• Resonates with Audience: This empowerment speaks directly to Nike’s core audience—athletes and those who aspire to greatness. It aligns with Nike’s overarching brand message of perseverance and “Just Do It.” Stephanie Gustafson, a brand messaging expert and certified storybrand guide, shares
"Authenticity in marketing is like a magnetic force that draws customers in. When your messaging is clear and genuine, it fosters trust."
• Business Application: Frame your products or services in a way that empowers your customers. Show them how your brand helps them achieve their goals or overcome their challenges. Craft messaging that turns obstacles into opportunities. Focus on the transformation your customers can experience with your product or service.
4. Strategic Use of Influencers
Featuring Serena Williams, one of the most iconic and influential athletes, adds credibility and relatability. Her voice and presence amplify the message, as she herself has faced many of the challenges highlighted in the ad. You don't have to be a multi-million dollar brand to work with influencers.
• Resonates with Audience: Using a well-respected figure like Serena creates a strong emotional connection with the audience, especially those who admire her strength and achievements.
• Business Application: Leverage influencers who genuinely align with your brand’s values. Their endorsement can amplify your message and lend credibility to your brand. Choose influencers who share your brand’s mission and can authentically represent it. Their influence can help you reach a broader audience and build trust.
5. Visual Impact
The ad uses powerful visuals of female athletes excelling in their sports, juxtaposed with the negative labels they’ve been given. This contrast visually reinforces the message of overcoming adversity.
• Resonates with Audience: The dynamic and intense visuals captivate the audience, making the message more memorable. It also appeals to the target audience’s passion for sports and excellence.
• Business Application: Invest in high-quality visuals that convey your brand’s message powerfully. Whether it’s through video, photography, or design, ensure that your visuals are consistent and compelling. Use visuals that not only attract attention but also communicate the story and values of your brand. Consistency in visual presentation builds brand recognition.
6. Alignment with Brand Values
The “Dream Crazier” ad is perfectly aligned with Nike’s long-standing brand values of pushing boundaries, overcoming obstacles, and supporting athletes. It reinforces Nike’s identity as a brand that not only sells products but also stands for something larger.
• Resonates with Audience: This alignment ensures that the ad resonates deeply with Nike’s audience, who are drawn to the brand not just for its products, but for its values and what it represents in the world of sports and beyond.
• Business Application: Ensure that every piece of content or marketing material you create aligns with your core brand values. This creates a cohesive and strong brand identity that resonates with your audience. Regularly revisit your brand values and ensure that all your business decisions, from product development to automation processes, reflect those values. This consistency strengthens your brand over time.
Lindsay Kinslow, best selling author and CEO of Optimal Business Solutions knows the customer experience and brand values create a loyal customer.
"Your client's loyalty creates a safety net and a community of people who will stand the test of time when things head south - Because your exceptionalism and efficiency have afforded you, their loyalty." - Lindsay Kinslow
Each of these points illustrates how Nike masterfully combines emotional appeal, social relevance, and strategic branding to create an ad that not only resonates with its audience but also reinforces its brand identity. These same principals can be applied to your business as well. Big brands like Nike teaches up different lessons on how to make sure your brand is resonating with your audiance and impacting the people you serve.
I encourge you to take one or two of these principles and apply them to your own business.
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