With the world warming up to the term, “post pandemic”, marketing and social interactions are on the upswing. Budgets in advertising are back to the norm, at least compared to 2 years ago and many brand strategists are re-evaluating the market landscape. It’s safe to assume that the last couple of years has had an impact on the lifestyle of audiences and with that comes a shift in messaging and perhaps even brand positioning.

Society has started looking at health and well-being, holistically. Exercise, nutrition and mental health has been at the forefront of consumers' minds. Specifically in the apparel sector, active wear has led the charge in an increase in sales. This has allowed brands like Nike, Adidas, Lululemon and Puma to climb the charts as valuable brands.

Nike has shifted their brand from a purely aspirational, elite athlete brand to a more wholesome and caring brand. With brand films like Play New, it’s clear that no matter who you are or how good you are at sport, it’s about getting out there and enjoying it. 

Alongside their commitment to sport, they’ve openly stood up for mental health. Nike released a shoe and an exercise routine specifically in support of the topic. They supported Naomi Osaka, a Nike tennis player, after her withdrawal from the French Open in an effort to focus on her own mental health. Nike closed their corporate offices for a week to allow employees to do the same.

They’ve also pushed the pandemic into the past by focusing on the future, flaunting “tomorrow” as a better place in terms of sustainability, social awareness and equality. Topics that have become evermore important to consumers, even before a global pandemic

For a brand the size of Nike, they’ve managed to be very nimble, taking the pressure off their consumers to succeed. Rather inspiring them to take part and get involved. To be free to fail in the wake of uncertain times. This is an impeccable move that’s been executed without losing their core brand feel, despite being the opposite of always succeeding and being the hero. It’s still about doing it, but on your own terms, in your own time.