Nike's "Breaking2"
Targeting - Running enthusiasts and athletes
Core Theme of the Campaign -
Inspires viewers with the ambition to achieve the seemingly impossible.
About the
Campaign -
Nike's attempt to break the 2-hour marathon barrier.
Formula applied by the Campaign to elicit customer action -
Showcases the pursuit of human potential and achievement.
Business Title
A Look at
the Campaign
Nike's "Breaking2" was a groundbreaking and ambitious marketing and athletic endeavor aimed at achieving a remarkable feat in long-distance running: breaking the two-hour barrier in the marathon. Here's an explanation of the "Breaking2" project:
1. Objective: The primary goal of Nike's "Breaking2" project was to demonstrate the performance capabilities of Nike's running shoes and apparel by attempting to break the two-hour barrier in the marathon, a distance of 26.2 miles (42.195 kilometers). This barrier was considered a significant milestone in the sport of running.
2. The Two-Hour Barrier: The two-hour marathon barrier had been an elusive target in the world of distance running. At the time, the world record for the marathon was around 2 hours and 2 minutes. Achieving a sub-two-hour marathon was seen as a monumental achievement, requiring a combination of advanced training, optimal racing conditions, and the best possible equipment.
3. Scientific Approach: Nike approached the "Breaking2" project with a scientific and research-focused mindset. They conducted extensive biomechanical and physiological research on elite marathon runners, optimizing every aspect of the athletes' preparation, from training regimens to nutrition and race tactics.
4. Shoe Technology: A significant part of the "Breaking2" project was the development of a specialized running shoe, the Nike Zoom Vaporfly Elite. This shoe incorporated cutting-edge technology, including a unique midsole foam, carbon fiber plate, and lightweight design, all aimed at maximizing energy efficiency and running performance.
5. Athletes: Nike selected three world-class marathon runners, Eliud Kipchoge of Kenya, Lelisa Desisa of Ethiopia, and Zersenay Tadese of Eritrea, to attempt the sub-two-hour marathon. Eliud Kipchoge, in particular, became the focus of the project and was often referred to as the world's greatest marathoner.
6. Monza, Italy: The "Breaking2" attempt took place on the Formula 1 racetrack in Monza, Italy, where ideal weather conditions and a flat, looped course were chosen to maximize the chances of success.
7. Live Broadcast: Nike turned the record-breaking attempt into a highly publicized event. The race was live-streamed, and Nike invited a select group of media, scientists, and influencers to witness the attempt in person. This added to the spectacle and generated significant media coverage.
8. Eliud Kipchoge's Success: On May 6, 2017, Eliud Kipchoge came remarkably close to breaking the two-hour barrier, finishing the marathon in 2 hours and 25 seconds. While this time did not count as an official world record due to some special conditions of the race, it was a historic moment in the world of distance running.
9. Marketing Impact: The "Breaking2" project showcased Nike's commitment to pushing the boundaries of sports performance and innovation. It generated immense media attention and reinforced Nike's position as a leader in sports technology and equipment.
In summary, Nike's "Breaking2" project was a high-profile, technologically advanced marketing and athletic endeavor that aimed to push the limits of human endurance in the marathon while showcasing Nike's commitment to innovation in sports performance. While the sub-two-hour marathon barrier wasn't officially broken, the project had a significant impact on the running community and solidified Nike's reputation as a pioneer in sports technology.
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Brand Archetype serves as the North Star that guides the brand's Strategic Decisions, Messaging, and Visual Identity. It helps to define the brand's Personality, Voice, and Positioning in the market. For instance, a brand with the archetype of a "Hero" may exude confidence, bravery, and a sense of purpose, while a brand with the archetype of a "Lover" may evoke passion, intimacy, and sensuality. By understanding the Brand Archetype, your brand crafts a consistent brand narrative that resonates w
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Brand Vibe adds a layer of emotional depth to the brand by shaping how the brand wants its audience to feel. It goes beyond the rational aspects of the product or service and taps into the Emotions, Appeal, and Aspirations of the target audience. A brand with a vibrant and energetic vibe like "Sparkly" may appeal to a youthful, eventful, and adventurous mood of the audience, while a brand with a calming and serene vibe like "Cozy" may attract audience when craving for respite, mindfulness and se
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AN EXCLUSIVE PORTAL OF INSIGHTS OF MORE THAN 750 SUCCESSFUL COMPANIES' - BUSINESS OPERATING MODELS, BRAND STRATEGIES, REVENUE MODELS, GROWTH CAMPAIGNS THAT MAJORLY CONTRIBUTED TO THE BRAND'S POPULARITY, MARKETING PLAN & CORRESPONDING BRAND ARCHETYPE AND BRAND VIBE & METHODS OF INCORPORATING IT'S ATTRIBUTES IN THEIR PRODUCT & BRANDING
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BRAND COLOSSAL IS AN EXTENSIVE COLLECTION FEATURING OVER 600 TRANSFORMATIVE BRAND CAMPAIGNS EXECUTED BY SOME OF THE MOST RENOWNED BRANDS. THESE CAMPAIGNS HAVE NOT ONLY SIGNIFICANTLY ELEVATED THE POPULARITY AND RECOGNITION OF THE BRANDS BUT HAVE ALSO CONTRIBUTED TO THEIR INITIAL SUCCESSES.
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