How does Nike’s Jordan Brand spell “respect?” R-E-2-P-E-C-T.
The new marketing campaign by the athletic apparel giant pulls out all the stops in its quest to honor one of its most celebrated athletes and promote its new pop-out brand. In this video, Nike marks the end of baseball great (and first Jordan-sponsored baseball player) Derek Jeter’s career in 2014 with a series of homages from fans, community members, and fellow athletes and celebrities.
Like most approaches the brand takes, the “Re2pect” campaign hits the nail on the head in capturing the significance and gravity of Jeter’s retirement. By doing so, Nike positions itself as a pivotal part of the athlete’s career and retirement and keeps itself in the front of consumers’ minds.
Several components of the Re2pect video make it a powerful branding strategy. One of the most compelling is the collection of individuals who have gathered to pay respect to Jeter as he completes his final season. Recognizing celebrities such as Spike Lee, Jay-Z, Billy Crystal, and (of course) Michael Jordan among anonymous individuals creates a sense of warmth and community in viewers.
Another important element is the ubiquitous presence of branding. Each person tips his or her New York Yankees cap in recognition of Jeter’s successful career. At the end, Michael Jordan tips his Jordan Brand cap, suggesting the brands are interconnected. Viewers walk away with the sense that these logos play an important role in this and other athletic milestones.
Companies seeking to glean valuable insight from the “Re2pect” campaign should consider the most effective marketing techniques Jordan Brand utilized in creating the video. These include:
Re2pect represents the latest in a long line of successful marketing videos by Nike and Jordan Brand. Companies of all sizes can take a page out of their book to inform their own campaigns.
How does your brand leverage video to create impactful marketing campaigns?