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WE CAN’T FUCKING BELIEVE WE GOT NIKE AS A SPONSOR!

It’s been wild ride of a year and we have managed to grow from 0 to 5000(ish) completely organically, but this one mail made us jump out of our seats. ↓

SWOOSH and we fell on the floor.

For brand geeks like us, NIKE has been a north star brand. We grew up with it and enjoyed every brand moment it had. We obviously said yes and decided to dedicate one whole edition to one of our favorite brands. Before we begin our usual breakdown, we wanted to take this opportunity to wish you all a very Happy New Year and whole heartedly want to thank all our readers for being our true champions.

Now, back to regular programming:

Today, let’s talk about our favorite Nike ad: The 1997 Nike campaign featuring Michael Jordan isn’t just an ad—it’s a cultural moment, a sermon on greatness, and the kind of storytelling that only Nike could deliver.

The phrase "Michael Jordan of [something]" has become a cultural metaphor for unmatched greatness, a testament to Michael Jordan's enduring legacy. It represents mastery, dominance, and the ability to inspire and transform an entire field. To earn this comparison is to be celebrated as a once-in-a-lifetime talent who redefines possibilities and sets the ultimate benchmark. But behind all those metaphors remains a deeply human story.

It’s 30 seconds of pure inspiration, narrated by none other than the GOAT himself. And yes, we’re fanboying. Unapologetically.

Nike, since its inception, has churned out one great campaign after another - and heck, when they can inspire the likes of fellow fanboy Steve Jobs to put out his own iconic campaigns and go on to define the philosophy of their brand, two advertising enthusiasts are no exception.

Campaign: Failure
Client: Nike
Starring: Michael Freaking Jordan

The Big Idea:

In this iconic spot, Michael Jordan, the epitome of excellence, rewrites the narrative around failure. Over slow, moody visuals, MJ confesses to missing over 9,000 shots, losing nearly 300 games, and failing to make 26 game-winning shots. But here’s the kicker—he doesn’t just own his failures; he shows us they’re the reason he’s great.

Nike doesn’t just tell us to keep going—it shows us that greatness comes from the grind, the heartbreak, and the relentless refusal to quit. Jordan isn’t painted as an untouchable superhero but as a human who fought through self-doubt, missteps, and the crushing loneliness of chasing greatness. And somehow, that makes him even more legendary.

Why This Works:

Relatability from the Unrelatable:
Jordan is the Michael Jordan of basketball. He’s the standard, the benchmark, the “GOAT.” Yet, in this ad, he talks about failure—not as a lofty concept, but as something he’s lived through, just like the rest of us. It’s raw, real, and humbling.

A Story Only Nike Can Tell:
Nike didn’t just make an ad; it gave us a life philosophy in 30 seconds. It’s not about selling shoes—it’s about building a mindset. Only Nike could take a moment like this and make us feel like greatness is within our grasp.

Failure Rebranded:
This wasn’t just a campaign; it was a rebranding of failure itself. Nike turned it into a badge of honor, a stepping stone to greatness. The ad doesn’t just say “Just Do It”; it says “Keep Doing It—Even When You Screw Up.”

Cinematic Simplicity:
No explosions, no fancy effects—just Michael Jordan, his voice, and his journey. Nike keeps it simple, letting the message shine through: greatness isn’t about perfection—it’s about perseverance.

Ideas Corner:

• Tech Brands: Show a genius inventor reflecting on all the failed prototypes before creating their breakthrough product.

• Fitness Companies: Highlight an athlete’s injuries, setbacks, and comebacks, showing that progress is never a straight line.

• Education Platforms: Focus on famous scholars who failed exams or were rejected, turning those moments into a testament to resilience.

Key Takeaways:

Jordan’s Humanity Is His Superpower:
By showing his flaws, Nike made Jordan more than a legend—they made him someone we could learn from and aspire to be.

Failure as a Badge of Honor:
This campaign didn’t just talk about greatness; it redefined the journey to get there. Failure isn’t the end—it’s the fuel.

Nike Makes Us Believe:
This ad isn’t about shoes or jerseys—it’s about the feeling Nike gives us. That we’re all capable of greatness if we’re willing to fail and keep going.

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Conclusion:

Good ads sell. Great ads inspire. This one? It does both, and then some. Nike’s 1997 Failure campaign doesn’t just make us want to buy a pair of sneakers—it makes us want to buy into the idea that failure is part of the process, and greatness is worth the grind. So yeah, we’re fanboying, and we’re not sorry. Because when Nike speaks, we listen. And then we just do it.

As we step into 2025, let’s take a page out of MJ’s playbook: let’s miss the shots, lose the games, and fall short of the buzzer-beaters. Why? Because every stumble is a step closer to redefining what’s possible. Failure isn’t the villain—it’s the plot twist that makes the victory sweeter. This year, let’s celebrate the bruises, embrace the missteps, and chase greatness like it owes us something.

Here’s to breaking boundaries, smashing comfort zones, and proving that the only thing standing between us and what we want is the willingness to get back up.

So go ahead—make 2025 your year of failures. Of bold, beautiful, bruised-knuckled attempts at the extraordinary. After all, the only thing better than greatness is the story of how you earned it. And when you lace up those shoes, remember: just do it. Again. And again. And again.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.