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A different kind of email: Nike
May 7, 2007
I purposely waited 3 weeks to write about a story that is so "old news" now. I'm lying - I got lazy and delayed this particular blog post until now to start writing it. The story: Nike's powerful response to the Imus "nappy-headed hos" comment. I'm sure you've read dozens of stories and perspectives on this, but here is the inside scoop to the following full-page ad that ran in the print section of the Sunday New York Times, the Rutgers newspaper, and then re-purposed for email with the subject line "A Different Kind of Email":
"Thank you, ignorance.
Thank you for starting the conversation.
Thank you for making an entire nation listen to the Rutger's team story. And for making us wonder what other great stories we've missed.
Thank you for reminding us to think before we speak.
Thank you for showing us how strong and poised 18 and 20-year-old women can be.
Thank you for reminding us that another basketball tournament goes on in March.
Thank you for showing us that sport includes more than the time spent on the court.
Thank you for unintentionally moving women's sport forward.
And thank you for making all of us realize that we still have a long way to go.
Next season starts 11.16.07"
This print ad was published within a few days of the Imus / Rutgers controversy. I'm absolutely blown away by how quickly a 10,000+ person company can move: Nike is truly inspiring. While Nike is a true power-house marketer, much of the credit deservedly goes to their agency, Weiden+Kennedy who pushed hard on Nike's old guard to get this year's most relevant and inspirational ad approved and published within days. Do you ever see their competitors like Adidas move this quickly. I don't think so. Come to think of it, there aren't many big companies that take a stand and act on it quickly. My hat is off to Nike. Other marketers should re-invent their processes so they can just do it. Or better yet, "Git 'er done!"
Posted by ryan at May 7, 2007 10:51 AM
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