Sports Marketing Blog: Week of 1/21/18

Nike’s “Breaking2” Marathon Bid more than just for Marketing

Nike recently created an entire marketing campaign for their product launch. This campaign was centered around the hashtag “Breaking2.” The hashtag held meaning to runners all around the world. It means that Nike is striving to help athletes run a marathon in under 2 hours. This is something that has never been done before. The fastest marathon time before this event was 2:02:57. Nike’s new Zoon Vaporfly Elite running shoe claims to reduce the energy needed for running by 4%. They also combined the new shoes with pacers and a new hydration strategy. Runner, Eliud Kipchoge, missed the 2 hour mark by just 25 seconds. Although Nike did not reach their goal of “Breaking2,” they created a must-see event for runners everywhere. Many runners were watching this “unmissable event” to see the results of the marathon and to see the product release for the new Nike running shoes. 

Nike is using this promotional strategy to help bring positive attention to athletics and to re-position their brand. Many people are aware that Nike is losing market share in the sports industry, however, the fact that companies such as Adidas congratulated Nike on their “Breaking2” campaign shows that Nike won with this event.