Politics and sports have never been separable, even going back to the ancient Olympics. Where Nike’s gone so wrong lately is in losing control of the conversation the company’s strived so hard to create.
Going out there and winning is central to Nadal’s story - just as it’s central to Nike’s brand story and the conversation around Nike’s brand.
Why is Nadal the perfect endorsee? Because one byproduct of his dogged style of play is that he’s sported more career-threatening injuries over the last ten years than most players have won trophies. “Just Do It” has become one of the most most powerful advertising slogans out there: a rallying call to overcome your own limitations, to revel at the prospect of overcoming challenge.
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