How Nike Made a Statement and Became More Than Simply a Product or Sponsor

Their commitment to their values solidified their status as a brand

As a professor of advertising who teaches courses on branding, I often find myself in an awkward position. I am often espousing an approach to branding that few brands ever live up to. As we all know, one of the main goals of branding is for consumers to attain value from those brands based on their emotional connections to them. Brands succeed best when consumers think of them as living, breathing entities and not just products.