Nike Lost in Boston, But Not For The Reason You Assume.

I don’t need to rehash much, the whole world saw it. Nike’s window cling sign read “Runners Welcome. Walkers Tolerated.” This was at their new store on Newbury St. just a block from the Boston Marathon finish line. It was targeted to those on the ground in Boston this past weekend. They didn’t post it on social but we all saw it. I think Nike failed but not for the reason you assume.

It was a brand moment that took center stage so believe me, I was here for it. The message had a clear POV and was divisive. You either loved it or hated it. It either hit on your view of running or it was blasphemous. It either spoke to your aspirations or it was an obnoxious put down. I know plenty of people in both camps. The collective response sucked up all the oxygen at a race sponsored by Nike’s rival (Adidas). Every influencer looking for easy engagement went wild. Nike got millions in free advertising and awareness (this article not withstanding). The sign became insta-famous. People were posting selfies with it. To create a window cling at a major marathon and have it go viral around the world is a marketer’s dream. So where did they go wrong?