I think Barack Obama is becoming Nike. Perhaps this sounds silly, but allow me to explain. In the 1980s, Nike was a small shoe company that set its sights on becoming the industry leader, facing long dominant brands such as Puma and Converse. It came up with the slogan "Just Do It," which was one way or another perceived by the general public as motivational. Customers jumped off their sofas and into the stores to buy Nike shoes. It just so happened that as Nike was taking off,
the United States was in the beginning of a new movement, the fitness craze, further propelling the company into the mainstream. In addition to its popular tag line, Nike used several megajocks and up-and-coming celebrities, such as Spike Lee, to showcase the brand. These endorsements added a coolness factor to Nike that made people identify the brand as a higher quality. Nike's message also made its customers feel like insiders, making the gear more than a just a fashion statement. Finally, Nike's ads didn't focus on the products so much as they focused on the people wearing them, creating a great deal of peer pressure to join the Nike-clad elite.
What does this have to do with Barak Obama?
Well, first he is a relative newcomer trying to land the No. 1 spot. And he's up against a well-established brand -- the Clintons. Second, his slogan of "Yes We Can" connects with the public, motivating them to check out the product. Next, the timing seems right. The 2006 election was clearly the beginning of the "change craze" in Washington and Obama's message seems to be connecting with this faction of the voting public. It is also clear, as seen with the Big O and the Kennedy clan standing next to him, that he has celebrities buying into the product. Lastly, an examination of his ads show a significant portion of them don't actually talk about specific plans, as much as they focus on personality and the embodiment or idea of change -- and change sure seems pretty hip with the kids these days.
On top of all that, Charles Barkley just endorsed Barack Obama on CNN.
So what's next? It's hard to say the Clinton brand is not still strong and valued by a lot of Democrats. But Nike sure sells a lot of shoes.
I think Barack Obama is becoming Nike. Perhaps this sounds silly, but allow me to explain. In the 1980s, Nike was a small shoe company that set its sights on becoming the industry leader, facing long dominant brands such as Puma and Converse. It came up with the slogan "Just Do It," which was one way or another perceived by the general public as motivational. Customers jumped off their sofas and into the stores to buy Nike shoes. It just so happened that as Nike was taking off,
the United States was in the beginning of a new movement, the fitness craze, further propelling the company into the mainstream. In addition to its popular tag line, Nike used several megajocks and up-and-coming celebrities, such as Spike Lee, to showcase the brand. These endorsements added a coolness factor to Nike that made people identify the brand as a higher quality. Nike's message also made its customers feel like insiders, making the gear more than a just a fashion statement. Finally, Nike's ads didn't focus on the products so much as they focused on the people wearing them, creating a great deal of peer pressure to join the Nike-clad elite. 
