nike
Nike
Problem:
Asthmatic athletes are physically and socially excluded from sports and physical activities. Because Nike’s mission statement is to bring inspiration and innovation to every athlete* in the world, Nike has the unique opportunity to appreciate these athletes by showing the world a glimpse of their reality.
*if you have a body, you are an athlete.
Target:
The Teenage Asthmatic Athlete
The Teenage Asthmatic Athlete is passionate, especially about their respective sport. They feel that their sport is part of their personal brand. Their personal brand is displayed through social media, the way they dress and how they speak. As 10-18-year-olds they are constantly surrounded by comparison. Their middle and high school minds constantly worry about what others think, and they feel they are on display to their peers. As asthmatic athletes, their asthma isn’t only a physical hurdle, but a social one too. They feel embarrassed when they have to use their inhaler or sit out due to difficulty breathing. Their peers lack understanding and sympathy when it comes to being asthmatic. In reality they’re not weak, their mentality convinces them that they are.
Strategy:
““For the Teenage Asthmatic Athletes who feel socially and physically sidelined from their sport, Nike Air provides a breath of fresh air by helping them believe every body is an athlete.”
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