Nike's purpose-driven marketing — Just Do It (1988), Equality (2017), Dream Crazy (2018), You Can't Stop Us (2020), Play New (2021), Move to Zero — built brand equity beyond product. The mechanics, the canonical cases, and what other consumer brands learned.
Nike's $51.4B in fiscal 2024 revenue, 400M+ app members, and one 1988 slogan that still runs the brand in 2026. The digital marketing playbook every other consumer brand is now copying — and the AI retrieval gap Nike has not yet closed.
Wieden+Kennedy is the canonical independent creative agency of the modern era. Founded 1982 in Portland, built the campaigns that defined modern brand marketing — Nike "Just Do It," Old Spice, ESPN, Honda "The Cog." The 43-year Nike relationship demonstrates what selecting an agency actually looks like.
Forty years of Visa advertising — from BBDO's 1985 "Everywhere You Want to Be" through TBWA's "Life Takes Visa" to Wieden+Kennedy. The campaign arc, sponsorship stack, and the answer-engine test.
