How Corteiz is Making Nike Cool Again...
Nike has shaped culture for over 50 years but recently lost its edge by focusing too much on expanding digital capabilties. With a new CEO, Nike is now working to regain its cultural relevance.
Happy new week,
Nike has always been a cultural brand, but in recent years, their focus on digitisation and technology has overshadowed the evolution of their brand story - in Gen Z speak, they’ve dropped aura points. Their recent collaboration with Corteiz breathes new life into the brand.
Last Thursday, Corteiz released a short film directed by Gabriel Moses, marking the launch of their latest collaboration with Nike. Corteiz is making Nike culturally relevant again, first dropping a collaboration with the Air Max 95s ( popularly known as the 110s) and now with the Air Trainer Huarache, another classic Nike silhouette synonymous with UK street culture.
The Importance of Cultural Relevance and Resonance
This campaign is not just a revival of the classic Nike spirit but a testament to the importance of cultural relevance and resonance for brands today. Cultural relevance is more than just a marketing buzzword; it's a vital asset for any brand aiming to stay connected with its audience. When a brand resonates culturally, it taps into the shared values, experiences, and aesthetics of its target audience. This connection fosters loyalty, drives engagement, and ultimately boosts business.
Nike and Corteiz: A Perfect Cultural Match
This Nike and Corteiz collaboration brings a fresh energy to Nike that has been missing for a while. The marketing roll out so far has been very exciting to see, starting off with a drone show in London announcing the latest collaboration which created a lot of buzz online.
Their latest campaign film was 90 seconds of pure nostalgia, drawing major inspiration from Nike’s iconic Freestyle Basketball commercial in 2001, back when Nike was going head-to-head with AND1 for basketball market dominance. Safe to say, this film hits just as hard. The star-studded cast includes Nike's football talent Eduardo Camavinga, Phil Foden, Kobbie Mainoo, and Chloe Kelly, all showcasing their skills in the Nike x Corteiz Huaraches. The UK roots run deep, with the film’s soundtrack featuring "Ghetto Kyote," a classic UK grime instrumental that resonates with many UK streetwear fans.
The campaign didn't stop at sneakers; it included clothing, teasing that the collaboration is bigger than the last one as Corteiz is now expanding into Nike’s clothing line. Gabriel Moses nailed it by seamlessly blending the products with the cultural vibe of London in the 90-second film. This collaboration brings back the fun and energy of Nike’s classic video campaigns, setting a fresh standard for their future marketing.
Keeping it local
Nike is a global powerhouse, but they’ve always excelled at connecting on a local level. They’ve built their brand by tapping into cultural moments and playing an active role in shaping culture. In most recent years, Nike’s local connection faded due to their most recent CEO focusing heavily on expanding their digital capabilities. Now, with a new CEO on board, it seems Nike is repairing the damage and returning to its roots.
There is power in keeping it local, it allows brands to connect on a more personal level with their audience. By understanding and leveraging local culture, brands can create more impactful and resonant messages. Corteiz’s involvement brought a sense of localness back to Nike, making the brand feel relevant and current again. From the Nike athletes used to well known friends of like Olaolu Slawn, Kwollem, even London cultural legend Tempa T made an appearance along with fresh talent Chy Carter. This campaign captures the same spirit as the iconic "Nothing Beats A Londoner" campaign, truly showcasing Nike’s deep connection to London’s culture.
Culture, Content & Community
You can’t cheat culture. Nike has earned its place in culture by staying authentic, but they’ve stumbled by shifting from bold campaigns to a digital-first, sales-focused approach. This is the danger of neglecting cultural connections for quick wins - you lose the authenticity that sets you apart.
Brands must continually make deposits in culture to maintain their equity.
Staying in touch with local trends and aligning marketing strategies to reflect what matters to people is crucial. This collaboration is an exciting step for Nike regaining cultural relevance. To build on this momentum, Nike must keep crafting stories that go beyond athletic performance, focusing on the inventive and culturally rich aspects of their brand.
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