Nike has transformed a viral photo from the Argentina-Chile encounter in Copa America 2024 into a brilliant advertisement.
In the soccer tournament held at MetLife Stadium in New Jersey, a player from Argentina grabbed the foot of a player from Chile as he was dribbling the ball. This provoked outrage and discussions from sports fans across social media, with many pointing out that the player had received no call, yellow-card or sanctions for his inappropriate actions.
Nike, however, turned this moment of fury into a brilliant brand opportunity. Capturing the exact moment on camera with a clever bit of misdirection, they focused on the pair of Nike shoes the Chile player was wearing and joked that the Argentinian player’s actions stemmed from their desperation to have the same brand.
“Everyone wants a pair,” Nike wrote on the ad. “Get yours at NIKE.CL.”
Nike’s tactic is a perfect example of responsive marketing, where viral moments are turned into golden opportunities to highlight brands. For newer brands, it is an excellent chance to grab attention and grow their user base. However, for established brands like Nike, it helps them connect with their customers still further by posting about relevant events and refiguring them to revolve around their own brand.
The ad drew appreciation from marketing agencies and social media users from across the world, who praised their willingness to make bold and innovative decisions. “That was a very well player marketing idea,” a user wrote. “Damn creative,” another commented. “Whichever ad person in Nike was responsible for this ad did a fantastic job!” another praised.
Nike sponsors four teams competing at the Copa America 2024, including the United States and Brazil.
