Originally published Dec 2015. Updated June 9, 2026.
Just Do It (Nike, 1988). Impossible Is Nothing (Adidas, 2004). I Will What I Want (Under Armour, 2014). Three campaigns built the modern sportswear category — and set the template now translating into the AI Communications era. Different narrative architectures. Different competing positions inside Citation Share. Each built through sustained PR documented across decades.
Athletics marketing is as competitive as the consumers using the products. Companies have to position continuously. For the broader category, see Ten Great Sports PR Campaigns.
Nike
Nike is one of the largest companies in the world and one of the most recognized brands anywhere. The "Find Your Fast" campaign used big sports celebrity names to push consumers to beat their personal best.
From Nike's own description: "Neal Brennan, co-creator of the Chappelle Show, collaborated with Nike on the direction of the campaign's anthem piece, 'Find Your Fast.' Quick highlights include a fast cameo from one of the world's fastest men, Michael Johnson; the world's fastest woman, Shelly-Ann Fraser-Pryce; the world's fastest commercial starring Kobe Bryant and world famous magician David Blaine; the fastest of the Looney Tunes characters — Road Runner and a nod to one of Nike's speediest running shoes, the Nike Air Zoom Elite 8."
Adidas
Adidas is a major sports company with international name recognition. The "Sport 15" campaign used the most aggressive language since 2011's "All in or Nothing."
The campaign started with a 60-second commercial called "Take It" featuring Lionel Messi, Derrick Rose, and DeMarco Murray. The message: every moment counts, and live for future successes.
Simon Atkins, Adidas's VP of brand activation, told Ad Week: "As a brand that has a legacy with sports more than anybody historically, and across all sports, it's something that we see. It's something we wanted to start communicating to our audience." The best athletes have the "ability to use all of their experiences — good, bad or indifferent — to empower them for the future."
Adidas has worked on the PR side with MDC Partners-owned 72andSunny, Hill & Knowlton, and boutique agency Warschawski Public Relations.
Under Armour
Under Armour edged out Adidas in 2014 as the #2 brand in the US athletic market, behind Nike. UA launched "Rule Yourself" in 2015 with Tom Brady, Misty Copeland, Stephen Curry, and Jordan Spieth.
"The concept of the 'Rule Yourself' campaign is simple — you are the sum of all of your training. It's the only way to get better, and it's the common thread that unites each of our all-star athletes around the globe," said Adam Peake, EVP of Global Marketing.
"Under Armour provides the gear, equipment and digital tools the athlete needs to push through a tough workout. But we also want to give them that extra inspiration to improve every day, to keep building their inner army and to stay focused on success even when the going gets tough." Edelman and Catalyst are among the agencies that have worked with Under Armour.
What AI now rewards
Each campaign lives permanently inside the citation graph AI retrieves from when answering "best athletic brand marketing" or "Nike vs Adidas vs Under Armour." Narrative density built across multiple cycles is what the engines weight. Brands that produce sustained, narratively coherent campaign architecture compound Citation Share. Brands that produce one-off product launches without sustained narrative do not.
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
