#MambaDay Shows Nike Knows How To Activate Athlete Ambassador Retirements

NBA superstar Kobe Bryant’s retirement marked not just the end of a legendary sports career, but also the end of a sports marketing era. And no brand knows how to activate around an elite endorser retirement quite like Nike, which ran a huge #MambaDay campaign around his final game.
Nike understands that tribute marketing isn’t simply about a brand saluting a departing star with adverts linked to limited edition products. Nike knows such campaigns need a theme/tone that truly matches the star’s character and they also need a mechanic for fan tributes to add supporter authenticity.
For Bryant it was ‘Love/Hate’, while Nike’s last big retirement campaign for Derek Jeter it was ‘Respect’.
Other interesting recent brand work marking an athlete ambassador retirement include Gatorade’s Abby Wambach ‘Forget Me’ campaign and MasterCard’s #HatsOffTom Watson Tribute.

 

Source Featured

IOC TOP Partner Gillette Rolls Out ‘Perfect Isn’t Pretty’ Rio 2016 TV Spot

IOC TOP Partner Gillette Rolls Out ‘Perfect Isn’t Pretty’ Rio 2016 TV Spot

TOP IOC partner Gillette launches its Rio 2016 campaign with its first 30-second Olympic spot called ‘Perfect Isn’t Pretty’ promoting its Fusion ProShi.

 

The commercial narrative focuses on the idea that >>

McDonald’s ‘Friends Win’ Fronts Rio 2016  Kids Participation Programme

McDonald’s ‘Friends Win’ Fronts Rio 2016 Kids Participation Programme

McDonald’s kick-starts its Rio 2016 activation by launching a campaign to reward 100 kids with the opportunity to personally participate in August’s Olympic Games Opening Ceremony.

 

The ‘McDonald’s Olympics Kids >>

Visa Ignites Rio 2016 Work Via A Stirring Ad Diving Into An Olympian’s ‘Heart’

Visa Ignites Rio 2016 Work Via A Stirring Ad Diving Into An Olympian’s ‘Heart’

IOC Worldwide TOP Partner Visa has kicked off its Rio 2016 Olympics activation with a launch commercial that, literally, goes straight to the heart of an Olympic athlete.

 

It is >>

INSIGHT FEATURED

Activative Annual 2015/16

Activative Annual 2015/16

Our eagerly awaited Activative Annual offers an interactive overview of the key sponsorship activation and sports and entertainment marketing of the year: it includes the best campaigns, stand out >>>

Activating Awards Shows > Tactics/Themes/Trends

Activating Awards Shows > Tactics/Themes/Trends

As the 2016 awards season draws to a close, we identify, explore and analyse the key sponsorship activation and advertising tactics, themes and trends from the Baftas, Brits, Globes, >>>

UEFA Euro 2012 > Sponsor Activation Showcase

UEFA Euro 2012 > Sponsor Activation Showcase

With Euro 2016 approaching, our Euro 2012 report offers the best sponsor activation, sports marketing and ambush work from the previous tournament via what we feel were the 12 >>>