Nike Picked the Wrong Enemy

Positioning snafu wasn't tolerated

This week, Nike put a sign in their Boston Newbury Street store blocks from the marathon finish line that read: “Runners Welcome. Walkers Tolerated.”

Did they see my Strategic Enemy book and decide to put a line in the sand? Runners only? And make walkers the enemy?

No, no, no. Clearly they didn’t read the book.

Mistake #1: Nike picked the wrong enemy.

Nike’s enemy has always been inertia. The voice that says don’t start or you aren’t good enough.

“Just Do It” has been the rallying cry against that enemy for 40 years. When your execution is in direct contrast to your positioning, problems ensue. It messes with people's minds.

I know it was Boston, the signs were intended to inspire the elite runners in the race. And many of the signs did hit the mark "Future You is Bragging About this Right Now." Love it.

"Runners Welcome. Walkers tolerated." is funny. It just isn't Nike.

Mistake #2: Market leaders shouldn’t play guerrilla warfare.

Nike is the biggest athletic brand on the planet. Guerrilla moves are a challenger’s weapon. It’s how you steal attention when you don’t own the category.

It’s all in Marketing Warfare by Al Ries & Jack Trout. Market leaders defend and expand the category. “Just Do It” did just that, it isn’t a gatekeeping slogan, it’s an invitation to everyone from the leader.

Crashing Adidas’ race with provocative messages is what happens when execution runs ahead of your positioning strategy. Any message has to pass the positioning litmus test and this one failed.

Mistake #3: Nike couldn’t defend it.

The sign went up Thursday. Gone by Friday. The apology: “During race week in Boston, we put up a series of signs to encourage runners. One of them missed the mark.”

A Strategic Enemy only works if you believe your enemy is wrong and you’re prepared to say exactly why when challenged.

The 130th Boston Marathon is Monday, April 20. Adidas name on the course. Nike apology on the record.

Pick an enemy you can fight. Or don’t pick one at all.

But we are all talking about Nike, isn’t that a win?

Yes we are all talking about it. Because when you name an enemy it is a fantastic way to get attention. Using an enemy makes people pick sides and fight for what they believe in. It drives discussion and debate.

Running vs walking hit a hot button!

This isn't just the right enemy for Nike to run with. Nike knows it. We all know it. Nike will go back to being Nike. And all will be fine.

In the end, biggest winners from this brouhaha are the other brands jumping on the story. Including Adidas “Every pace as a place”

And the brands that focus on walking, doubling down on the chance to make running the enemy.