Learning from Nike
In a previous post we discussed the power of inspiration. Here is an example:
Fitness was not fun, it was for fitness freaks and gym junkies. Nike’s vision of fitness was about athletes, it was about guys. Then, at Wieden + Kennedy, Janet Champ and Charlotte Moore created this for Nike. The copy reads:
“A woman is often measured by the things she cannot control. She is measured by the way her body curves or doesn’t curve. By where she is flat or straight or round. She is measured by 36-24-36 and inches and ages and numbers. By all the outside things that don’t ever add up to who she is on the inside. And so if a woman is to be measured, let her be measured by the things she can control, by who she is and who she is trying to become because as every woman knows, measurements are only statistics, and statistics lie.”
Today, all over the world, women run, walk and work out because they love the feeling of being fit. Being fit is part of everyday life. It did not use to be that way but women in the nineties were inspired to experience something new.
Today’s challenge, after the sustainability revolution, is to inspire new experiences and new behaviors. In a few years what is unusual today, maybe fringe and outlandish, will be a normal part of everyday life.