One of the reasons that Nike is able to maintain dominance in their field is their ability to associate their apparel with success when it comes to athletic performance. Recently, Nike have released multiple "shorts" of athletes describing their obsession with Nike shoes. Each video has an athlete in a therapist's office detailing the strange behaviors that they have in order to keep their shoes intact. NFL player Richard Sherman is shown to wrap his shoes in bubble wrap, while NBA player Draymond Green keeps his shoes in a baby carrier that attaches to his chest.
Nike is able to really capitalize on this commercial by also having the athletes describe their shoe obsession in terms of athletic performance as well. In the video with long distance runner, Shalane Flanagan, she explains that she cannot take the shoes off because she enjoys being fast at doing things like eating fast and walking her dog fast, which she attributes with her shoes. Flanagan also says that the shoes helped her win the New York City Marathon.
Nike has been extremely effective at this tactic for many years. By associating their product with desirable qualities of an athlete, it makes their product seems superior to the competition. Coming up with a creative and humorous way to express those messages is what Nike is attempting to do in these videos in hopes of gaining a stronger emotional connection with their youtube audience without taking up much of their time.
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