The Story Inside the Swoosh
Great brands are a living, breathing story.
Take Nike for example.
It’s a brand that has nothing to do with sportswear. And everything to do with a story about the internal struggle between who we are and who we want to be.
In many ways, Nike is no different than Star Wars, Harry Potter or Lord of the Rings.
It’s a story about realizing one’s own potential.
Every story shares the same anatomy: the protagonist, the antagonist, the guide, the tension and the transformation.
The protagonist
For Nike, the protagonist is the customer. It’s the individual who knows they’re capable of doing and achieving more.
The antagonist is the self-doubt, insecurity and imposter syndrome the customer experiences when they attempt to reach their highest selves.
The guide
The guide is Nike and the extraordinary athletes who embody the brand: Michael Jordan, Serena Williams, Kobe Bryant, Rafael Nadal, Tiger Woods and Bo Jackson.
When a kid slips on a pair of Air Jordans and steps onto the hardwood, he is filled with possibility. This is the job of the guide. Not so much to show the protagonist the way, but to remind them they’re capable of finding their way.
The tension
The tension is the ongoing daily struggle as the customer attempts to overcome their own self-doubt, insecurity and imposter syndrome.
It’s the five miles of roadwork at 5 a.m. It’s the grueling practices. It’s the missed buzzer beaters. It’s the heartbreakers. It’s the devastating setbacks.
The transformation
The transformation is the moment the customer realizes they’re no longer the person they were when they first slipped on those sneakers. They’re someone who is disciplined, tenacious, devoted and, dare we say, great.
Nike has told this story, over and over again, for decades. It’s told in every ad, every commercial and every moment one of their athletes does something monumental while wearing their brand.
