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Nike's Emotional Patriotic Branding
By: Cindy Wendland
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The 2014 Sochi Olympics have many stories behind them, as all Olympics do. One of the stories this year is about the Nike Olympic jacket.

As the medal-winning Olympians prepare to receive their medals, they receive a special Nike Olympic jacket. Inside the jacket there is a special message and in a special pocket, there is another message. It has been the talk on radio, and here are the messages. Inside the jacket — “This is your moment.” Inside the pocket — “Land of the Free."

Nike makes athletic sportswear and is a sponsor of the Olympic games as well as many other athletic events. Their brand is powerful, universal, and emotional. They appeal to your senses, your pride, your dreams, your desires.
In 2012, Nike was not a sponsor of the Olympic games and launched an ad campaign at the time of the Summer Olympics featuring everyday athletes and the tagline “find your greatness.” In the spirit of ambush marketing, Nike was capitalizing on the excitement of the Olympics and encouraging those of us who won’t stand on the podium to find our greatness and wear Nike while doing it.

For these Winter Olympics, Nike provides uniforms and products to the IOC. They want to showcase their most innovative products which, according to Nike President Mark Parker, will go on to transcend these individual events. The Olympic athletes inspire us, and Nike hopes their sportswear will as well. Inspiration is a beautiful thing. We all need to be reminded from time to time that we live in the land of the free. The Olympics will last for a short time, but believing this is your moment, whatever you are doing, can endure.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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