The ad also used the Beatles song Revolution. That got a lot of controversy and a lot of publicity, which we loved. And really looking back, it's maybe just in that first real campaign is one of the best campaigns we've ever had. The ad draws a direct connection between ultra elite athletes and people who could be you.
Great branding is about identity — and it’s about matchmaking too. No one knows this better than the legendary co-founder of Nike, Phil Knight. When he and his partner, Hall of Fame track coach Bill Bowerman, started the sneaker company, they never tried to force-feed customers a product just to drive up the bottom line. They focused on one thing: making an excellent product for people who believed in the edgy Nike ethos. Because they knew, when there’s a mismatch between product and market, the bottom usually drops out. Instead, they told the world who the are, and then did everything they could to find their ideal customers. And made history. Cameo appearance: Eddy Lu (GOAT).
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