Mar 11 2012
The Chance – The Constant Battle: Nike Soccer
Nike has done it again. In this blog post I will be referring to the external and interactive VLOG Nike has created called ‘The Chance.’
What is every young footballer’s dream? To meet childhood heroes like Luis Figo or Cristiano Ronaldo. Or maybe to play football everyday, and get paid to do it. Nike provides these opportunities
Nike has created something so transferable and that appealing to young footballers, it has inspired thousands and thousands of young players to put their talents on the line for ‘The Chance’ to earn a professional contract at the Nike Academy.
In June 2010 a call went around the world. In a mere 6 months, over 75, 000 young, aspiring players answered. And by January only 100 remained. For the talented 100, a rigorous training camp and scouting session ensued, in an attempt to pick the 8 best players for the Nike Academy. It is this process Nike filmed, and used to create what some have called “the best 10 minutes on youtube.”
The amount young players can relate to these dreams and opportunities is a tool Nike has utilized to create, in my opinion, one of the best marketing campaigns of all time. Of course, Nike doesn’t use these videos as a blatant branding push, but the subtle images of Nike socks, balls, track suits and especially boots creates an urge to purchase these items in order to align with the success of the talented 100 and the professional players and managers surrounding them.
The reason I picked this vlog, and why I think it’s so powerful is because it’s real in the eyes of the young consumers contributing to a huge amount of Nike’s purchases. Anyone can try out for the Nike Academy and, if talented enough, can be chosen by professional clubs across Europe.
Starting its second year of recruiting, ‘The Chance’ has posted videos of icons Rio Ferdinand and Josep Guardiola, personally attending games and scouting young players for the chance. The reality of these scouting sessions creates motivation for young player to continue to play football, and continue to purchase Nike.
