Two very different Nike ads demonstrate the brand’s versatility

Street culture aficionados and marathon runners are the two audiences targeted in Nike’s latest ads, reflecting the chameleon-like virtues of its brand personality.

Two recent ads - Nike x Central Cee and Nike’s "Stairs" - offer a compelling contrast, revealing how Nike finesses two very different demographics.

Nike x Central Cee: a stylish snapshot of street culture

The Nike x Central Cee collaboration fuses music, style, and street cred in a campaign directed by Rawtape for SMUGGLER/London. Focusing on British rapper Central Cee's upbringing, the ad examines the milestone moments that reflect his rise to stardom. Check out highlights of the collaboration on Central Cee's Instagram.

The ad is playful and stylish, with sleek transitions that take viewers on a journey through Cee’s world. Director Rawtape’s expertise in street culture shines as he showcases iconic Nike gear as part of Cee's life story, reinforcing the brand’s connection to urban youth culture. The use of technical cinematography, combined with production design and visual effects, creates a stylised visual narrative, with a grounded authenticity.

This campaign tells a story that builds brand loyalty by aligning Nike with a culture in which style is a key part of its fabric.

Nike’s "Stairs": a humorous take on marathon pain

On the other end of the spectrum is Nike’s "Stairs" ad, which humorously portrays the relatable pain of post-marathon soreness. Directed by Wieden + Kennedy, the ad illustrates the physical toll of running a marathon, capturing runners hobbling downstairs, gripping handrails, and struggling to sit. The ad is set to Nazareth’s 1976 track "Love Hurts," nodding to the discomfort that comes with pushing one’s body to the limit.

"Stairs" is all about the mental grit it takes to finish a race, aligning with Nike’s ongoing ‘Winning Isn’t for Everyone’ platform through the slogan, ‘Winning isn’t comfortable’. By tying into Nike’s broader message of pushing limits, the ad underscores how reinforcing the inevitable pain of competitive performance is all part and parcel of the pursuit of excellence.

Our take

These ads are a testament to Nike's ability to craft stories that speak to different aspects of the human experience, from street style to the unglamorous reality of athletic endurance.

The Central Cee collaboration appeals to a younger, streetwear-savvy audience, blending music, style, and personal storytelling to show that Nike understands the rhythm of city life.

"Stairs," meanwhile, targets a more performance-driven audience, aligning the brand’s identity with resilience and striving for greatness. Nike's raw, relatable, and humorous style shows that the brand really ‘gets’ the gruelling reality of competitive running.

Credits

Nike x Central Cee
Director: Rawtape
Production Company: SMUGGLER/London
Creative Direction: Rawtape
Nike’s "Stairs"
Agency: Wieden + Kennedy
Campaign: Winning Isn’t for Everyone
Image credits: Nike's campaigns