How Nike adapts ‘Just Do It’ to work across cultures

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

How Nike adapts ‘Just Do It’ to work across cultures

William Landell Mills TNS

This case study explores how a set of cultural codes that TNS Qualitative developed can surface cultural differences, and guide brand communications. We focus on a contrast between the US and China to help explain what the codes mean at a general level. Then we look at how Nike (a characteristically US brand) has managed to align itself to UK, Indian and Chinese cultures through brand advertising.

Brands lost in translation

Delivering a global proposition in a way that resonates locally is one of the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands