Nike's localised campaign

Talking about Localisation…
In an attempt to reconnect with the youth of London, Nike recently partnered with advertising agency Wieden+Kennedy to produce the ‘Nothing Beats a Londoner’ campaign, a three-minute video praised for showing the ‘real’ side of London.

Instead of using clichés, the advert effectively uses culturally specific features of London life, such as Santander bikes, bad weather and Peckham (a district of London).

The ad addresses the struggles of those who are trying to play sport in London, from rich kids under pressure from their parents, to others who have to compete for space on the court. Also featuring both male and female athletes, the campaign progressively transcends gender and class.

It also highlights the difficulties encountered when playing sports that are less popular in London – such as ice hockey.

Another way the brand localised its approach was through the use of KOLs – featuring famous faces like Gary Neville, Harry Kane and Mo Farah, as well as London-based grime artist Skepta or J Hus among others.

Originating in London, grime – a combination of other genres like dancehall, garage and hip-hop – has become famous around the world for its unique sound.

The language used is also localised to appeal to Londoners. By using a vernacular local to London, like ‘a banger’ and ‘wasteman’, Nike was able to connect with its audience in a memorable way.

By Edward LeBoutillier