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NIke: “TO bRINg INspIRaTION & INNOvaTION TO eveRy aThleTe IN The wORlD” Many useful lessons can be learned from Nike, the most-followed brand on Instagram. Nike’s simple narrative of inspiration and innovation is clearly discernable in all content. Using beautiful sports-related images, motivational one-liners, and its trademark hashtag #justdoit, Nike adheres to its core brand promise. Nike regularly leverages its vast network of sponsored athletes, featuring and tagging their personal Instagram content. Nike maintains several specific Instagram accounts (e.g. Nike Basketball) and cross-tags to promote certain products or content. Nike’s main pillar is the desire for validation. Through diverse inspirational images and captions, Nike urges viewers to place themselves in the scene of pushing themselves further in the pursuit of greatness. Nike’s portrayal of greatness and athletic success are abstract concepts, as one can always improve in a variety of areas. Nike establishes a spin on the hero archetype, using two interchanging methods of telling this story. First, it creates a prestigious stage for the amateur athlete. The brand promises consumers they can achieve something greater. Secondly, Nike elevates the journey of modern “heroes” by backing distinguished athletes who are respected by many. INsTagRam Case sTUDIes 67PDF Image | Flashstocks Instagram Marketing Strategy E Book
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