SBD/July 18, 2017/Marketing and Sponsorship

Nike Congratulates Roger Federer With Spot Honoring Eighth Wimbledon Championship

Nike's marketing playbook "regularly includes congratulatory ads for individual athletes as well as sports franchises on the occasion of a milestone victory," and on Sunday, it "was Roger Federer’s turn," according to Tim Nudd of ADWEEK. Federer won his eighth Wimbledon title, and Nike "was quick to salute its endorser" with a 30-second spot soon after his win over Marin Cilic. The ad is "dripping with attitude -- mirroring the ruthless confidence, if not the actual, famously sportsmanlike demeanor -- of tennis’ greatest ever player." The ad, via Wieden + Kennedy, Portland, is the "most notable congrats spot at Wimbledon" since '13, when BBH, London, and juice brand Robinsons "honored Andy Murray after he ended the 77-year drought between British male singles champions." Nike also is "making a product play" around Federer by "releasing a limited number of all-white NikeLab Oscillate Evolve RF shoes, customized with a laser-etched 8 on the heel." It also is releasing "two commemorative T-shirts -- one with the Ro8er logo, and another with RF logo surrounded by eight ivy leaves and 'Federer 19' on the back," marking his number of majors won (ADWEEK.com, 7/17).
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