The Harder I Work the Luckier I Get
Football finally came home last night. A magnificent moment for a brilliant team. I may have shed a tear….
Big sporting events are often a battleground for big brands too. We talk in marketing circles about which brand ‘won’ the Euros, the World Cup etc etc.
The clear winner last night, in branding terms at least, was Nike. Chloe Kelly’s goal in extra time sealing the victory for both England and Nike - her celebration saw her remove her shirt to reveal a sports bra emblazoned with the Swoosh. This is the image that will come to encapsulate the tournament for many.
I immediately compared Kelly’s celebration to the moment that Tiger Woods made a miraculous chip from off the green on the 16th at Augusta during the 2005 Masters. It was an unlikely birdie made from a tricky position that proved crucial in Woods claiming his fourth Green Jacket. This dramatic shot saw Woods’ ball take a long and meandering line to the hole, slowing near the hole before trickling in. Again, the Nike Swoosh was front and centre as the ball disappeared.
Many brands (and their agencies) will talk about establishing themselves within the culture of a category that they want to advertise in or around. Many fail to gain any real traction. Nike seem to have a habit of pulling this trick time and time again. Of being in the right place at the right time. It calls to mind the quote often attributed to Gary Player. The harder I work, the luckier I get.
The reason Nike find themselves in these positions is because of the systems and processes they have put in place. Just like their approach to collaborations. They create the right products, align with the right talent and get involved at the right time. Like so much athletic endeavour, you only get back what you put in. Most advertisers aren’t set up to do this - nor do they invest the time, effort and resources into routinely ‘getting themselves in the right places’ on the pitch.
It’s 1% inspiration, 99% perspiration type stuff. And this is the thing that alot of discussion around innovation and indeed ‘culture building’ seems to miss. Ideas are notionally easy. It’s about how you create the conditions for them to happen that counts. This requires specific working arrangements, specific capabilities and above all - an attitude that leans in to experimentation and risk, rather than seeks to mitigate it. I’m sure for every Woods and Kelly, there are hundreds of Nike athletes all over the world doing frankly unremarkable things on the biggest stages across many sports. But, it doesn’t matter. We remember the success stories. These are the things that create fame, the moments that shape a brand’s legend and legacy.
