Our brand storytelling will leverage our athletes and sport moments to become sharper and bolder, beginning with the Olympics this summer.
Van Hameren stood at the marketing helm for some of Nike's boldest brand-building plays in modern memory, including campaigns that wrestled with race and featured controversial ambassadors such as the NFL quarterback and activist Colin Kaepernick.
Backlash against brands that make missteps in purpose-led marketing could be more intense, but brands need to stay tapped into culture to win over consumer groups like Gen Z.
Nike's marketing refresh is part of a larger turnaround strategy that includes sharpening its positioning around sport, driving more product innovation, and increasing investments.
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