What Steve Jobs learned from Nike’s marketing campaign that beat it’s rival Adidas

In 1996 when Steve Jobs came back to Apple, Apple was crippled with losses because of 11 consecutive years of failure and it was almost about to go bankrupt. During this time he came out with a legendary campaign called the ‘Think Different’ campaign which even today is known as one of the greatest marketing campaigns ever. This campaign brought back the trust of the common man in Apple and laid a solid foundation to such an extent that today if Apple is a trillion-dollar company it is only because of legendary campaigns.

Vivo is going to pay Rs 2,200 crores just to get its name as ‘Vivo IPL’ I got completely shocked when I looked at the growth of Vivo in 2018 and 2019. That’s a staggering growth of more than 100% in the world’s second-largest mobile market. The Olympics committee came out with a bunch of strict rules and regulations that have to be followed by every single brand in such a way that they could in no way associate themselves with the Olympics.

Nike hired 400 Olympians to be its brand ambassador and just asked them to wear the Nike shoe that they were given. The second loophole that they found was in this rule which prohibited Nike from showcasing the London of UK in their commercials. Nike was able to place the word ‘London ‘ in all of its commercials legally. And third and most importantly and here’s where the sweet spot is. Nike was trending number one on YouTube one week after the Olympics started with 4. 5 million views. As compared to that, Adidas was at number three with only 2. 9 million. And that is how without being the title sponsor, without paying $150 million, and without actually using the banned keywords Nike managed to steal the thunder from Adidas. Greatness is wherever somebody is trying to find it. Greatness can be found wherever you try to find your greatness.