Possible and Profitable: the Re-imagination of Marketing

In the late seventies, one brand emerged and seized the attention of the American consumer—and continues to keep it. Nike, which premiered with an iconic ad and the tagline “There is no finish line,” now stands the top global provider of athletic shoes and apparel. Headquartered in the Pacific Northwest, Nike holds the loyalty of millions around the world for its products as well as its unique, ever-expanding relationship with the customer.

Forever remembered for the “Swoosh” symbol, Nike is also responsible for numerous other branding and marketing campaigns that made significant impressions. Over the past ten years, Nike embraced modernity and architected a host of campaigns that thrived worldwide. Behind a host of these successes was Davide Grasso, an employee of Nike since the early 1990s and a regarded creative branding professional. In 2010, he redefined the marketing world with the “Write the Future” project, which integrated social media with traditional modes of advertising and effectively rendered the campaign an ongoing conversation. The primary video received over 10 million views and garnered two Cannes Gold Lions. Grasso also bridged the gap between tradition and innovation in 2008, when he secured LeBron James to appear in the “Just Do It” commemorative program at the Beijing Olympics. Formerly involved with the administration of all six Nike regions and all six departments, Davide Grasso now serves as Vice President of Global Brand Marketing. He and others continue to shape Nike, proving that the evolution of long-beloved brands is not just possible, but profitable.