Apple is known for its incredible marketing campaigns, but there was a company Apple’s marketing was itself influenced by — Nike.
In a rare moment of candid admiration for a competitor’s marketing prowess, the late Steve Jobs, Apple’s visionary co-founder, had once highlighted what he believed made Nike’s marketing strategy one of the best. His insightful observation, delivered with his characteristic passion, provides a compelling framework for understanding not only Nike’s success but also the underlying principles that Jobs himself applied to Apple’s marketing efforts. What’s especially fascinating about Jobs’s analysis is that it came at a time when both Apple and Nike were undergoing significant transformations, setting the stage for the global brands they are today.
“One of the greatest jobs of marketing the universe has ever seen is Nike.” Jobs had said in 1997. “Remember, Nike sells a commodity. They sell shoes,” he added.
Yet, Jobs pointed out the emotional resonance Nike cultivated: “And yet when you think of Nike, you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they’re better than Reebok’s air soles.”
“What is Nike doing in their advertising?” Jobs asked rhetorically. “They honor great athletes and they honor great athletics. That’s who they are. That’s what they are about.” Then, drawing a parallel to Apple, he noted: “Apple spends a fortune on advertising, you’d never know it. You’d never know.”
Jobs’s analysis reveals a shared philosophy between Apple and Nike: focus on values, not features. Nike doesn’t sell shoes; it sells aspiration, the pursuit of athletic excellence. Similarly, Apple doesn’t sell computers and phones; it sells creativity, innovation, and the empowerment of individuals. Both brands tap into deep-seated human desires, creating an emotional connection with their customers that transcends the product itself. Just as Nike ads celebrate the dedication and achievements of athletes, Apple’s iconic campaigns, from “1984” to “Think Different,” have championed those who challenge the status quo and push the boundaries of human potential.
This focus on values explains why Jobs admired Nike’s approach. Both companies understood the power of storytelling and the importance of building a brand that resonated with customers on an emotional level. Like Nike, Apple’s advertising rarely focuses on technical specifications. Instead, it showcases the transformative power of its products, highlighting how they empower individuals to create, connect, and express themselves. Recent examples include Apple’s “Shot on iPhone” campaign, which celebrates the creativity of everyday users, and its privacy-focused ads that emphasize the value of personal data security. These campaigns, much like Nike’s celebration of athleticism, focus on the human experience, reinforcing the brand’s core values and fostering a loyal customer base. In a world increasingly saturated with advertising, the enduring success of both Nike and Apple serves as a testament to the power of values-driven marketing.