It’s widely known that when companies try to tap into the skateboarding world for advertising, they often miss the mark. Skateboarding culture is unique, and many brands struggle to understand its nuances, leading to awkward and sometimes cringeworthy marketing attempts. Think of the times brands have filmed skaters poorly, used awful puns, or simply failed to grasp the essence of skateboarding. However, back in the late 90s, Nike took a different approach, creating one of the most memorable and insightful TV ad campaigns featuring skateboarding: the “What If?” series.
These commercials were revolutionary. They didn’t try to force skateboarding into a generic sports mold. Instead, they used a thought-provoking question, “What if we treated all athletes the way we treat skateboarders?”, to highlight the often-overlooked struggles and lack of recognition skateboarders faced. It was a self-aware, almost ironic approach that resonated deeply with skaters and remains one of the best examples of authentic skate advertising even today. We decided to delve into the history of this campaign and talk to some of the key people involved to understand how this groundbreaking idea came to life. Getting a glimpse into the creative process of a marketing innovator like Jeff Goodby isn’t something that happens every day, so we’re excited to share this unique perspective with you.
A behind-the-scenes shot of the Nike "What If" campaign production.
The Genesis of “What If?”
The late 1990s was a pivotal time for skateboarding. While it had grown in popularity, it was still largely seen as a subculture, often misunderstood by the mainstream. Nike, a major player in athletic apparel, wanted to connect with this audience, but knew they couldn’t do so with traditional marketing tactics. The “What If?” campaign emerged from this challenge, born out of a desire to not only sell products, but also to acknowledge the unique position of skateboarders in the sporting world. Instead of showcasing skaters as “athletes” in the conventional sense, Nike acknowledged the culture’s struggle for recognition.
Understanding the Skateboarder’s Perspective
The genius of the “What If?” campaign was its ability to tap into the collective experience of skateboarders. The commercials highlighted the stark contrast between how other sports were treated compared to skateboarding. Imagine a world where a basketball player’s achievements were ignored by the mainstream media, or where a football player received no recognition for their hard work. This was the reality for many skateboarders at the time, and Nike’s campaign cleverly flipped the script, turning the lack of attention into a powerful message. This approach not only acknowledged the struggles but also celebrated the unique independence and self-reliance of the skateboarding community.
The Impact and Legacy of “What If?”
The “What If?” campaign resonated deeply with skateboarders, marking a significant moment in skate advertising. Instead of using common marketing ploys, Nike showed they understood the community’s values and frustrations. This campaign wasn’t just about selling shoes; it was about validating a culture. The campaign’s impact went beyond the immediate sales boost, it helped change the perception of skateboarding in the mainstream. It demonstrated that skateboarding was not simply a hobby or pastime, but a complex activity with its own set of challenges and achievements. By acknowledging and highlighting this complexity, Nike earned the respect of the skateboarding community.
A Lesson in Authentic Marketing
Nike’s “What If?” campaign stands as a testament to the power of authentic marketing. It serves as a valuable lesson for brands trying to engage with niche audiences, particularly within skateboarding culture. The key takeaway is that you can’t fake it. Skateboarders can spot insincerity from a mile away. Instead, brands must demonstrate a genuine understanding and appreciation for the community they are trying to reach. Nike’s campaign was successful because it was informed by real insight and delivered with a genuine sense of respect.
Conclusion
The Nike “What If?” campaign remains a standout example of how to effectively connect with the skateboarding community. By acknowledging their unique experiences and turning their struggles into a powerful narrative, Nike created a campaign that resonated with skaters and left a lasting impact on the world of skateboarding advertising. The campaign’s legacy is a reminder that authenticity and understanding are paramount when engaging with any community, and particularly with one as independent and self-aware as the skateboarding community. This campaign continues to inspire and provide valuable lessons on how brands can earn respect and credibility by listening to and understanding their target audiences.
