Authentic, political brands
Nike and UK pub outfit Wetherspoon have more in common than you think. Both are adopting high-profile political stances – Nike on US sports protests during the national anthem, Wetherspoon on Brexit – which may seem brave and controversial, but could well be mere clever commercial calculations.
“What Nike and Wetherspoon have in common is that both are entirely consistent with their brand values and previous activities,” argues Geoff Payne, founding partner of Thinktank International Research. You can’t accuse them of lacking authenticity, he adds.