Activating around the self-styled ‘Fight Of the Century’, Nike has placed Manny Pacquiao at the heart of its current Nike Training ‘Inner Strength’ campaign – a documentary series that aims to capture the inspiration and motivations that drive Nike athletes during training.
The Pacquaio online documentary explores the mentality he’s created over decades of training experience and offers an exclusive insider view on his training for the Mayweather match-up.
He also talks about mental and spiritual preparation, as well as how to cope with carrying the expectations of more than 100 million Filipinos.
‘I love to have people around me while I’m training. But you have to prepare your mind, train your mind,” said Pacquiao, the only boxer to have held world championship titles in eight different weight divisions,’ says Pacquiao.
‘When you focus, you don’t have to worry about, Oh, what am I gonna do? Maybe I’m not ready, or anything like that. But you have peace of mind and you’re ready to fight.’
Nike is also unveiling a new line of Pacquiao apparel (led by hoodies and sweatshirts) that is on sale at Foot Locker, via Nike.com and in Nike stores on the West Coast.
The Inner Strength campaign promotes Nike Training Gear and highlights what the boxer wears in the gym and on the road.
This film is part of a series captures the inspiration and motivations that drive Nike athletes in their training and is built around a campaign microsite at (http://news.nike.com/manny-pacquiao).
It the latest episode in Nike Training’s wider ‘Inner Strength’ series that also features the world’s number one golfer Rory McIlroy,
and Marcus Mariota (recently picked number two in last week’s NFL Draft)
Comment
Other marketing around the self-styled ‘Fight Of the Century’ – the showdown between 11-time, five-division world champion Floyd Mayweather and eight-division world champion Manny ‘Pac-Man’ Pacquiao at the MGM Grand Arena on 2 May – has ranged from the #YourBoldOpinion activation campaign from beer sponsor Tecate, to pay-per-view sales promotions and Burger King’s bizarre Mascot & Mayweather Ring Walk stunt.
But while Mayweather might be taking the bigger share of the purse, it is Pacquiao who earns the most from brand endorsements – even in the USA.
In addition to Nike, 2015 has seen Pacquiao fronted campaigns for Nestle Butterfinger (#GetInOurCorner)
RT if you’re in @MannyPacquiao’s corner too! #GetInOurCorner pic.twitter.com/lVr5QVEbmE
— Butterfinger (@Butterfinger) May 2, 2015
and Wonder Pistachio.
As well as his long heritage of commercial work for Nike,
Pacquiao’s other brand partners in the past have included Footlocker,
Hennessy (2012),
HP (2011),
Sony (2010),
and San Miguel (2008).
Meanwhile Mayweather’s controversial character and jail time for domestic violence charges mean he earns very little indeed in terms of direct commercial sponsorships and endorsements.
Although Mayweather himself seems to wear his lack of endorsements like a badge of honour.
Links
Nike Training Inner Strength Website:
http://news.nike.com/news/inner-stren…
Nike Training Inner Strength YouTube:
https://www.youtube.com/user/Nikeprotraining
Butterfinger Website
http://www.butterfingercups.com/
Manny Pacquaio
