SITUATIONS
Situation 1: Social Engagement (Corporate vs. Commercial)
The Context: Nike wants to support the inclusion of women in high-level sports, which is a core value of the company. At the same time, the brand is launching a new high-tech sports bra designed for all body types.
Option A: Finance a global scholarship program for young female athletes from disadvantaged backgrounds and release a manifesto video about empowerment through sports.
Option B: Launch a digital ad campaign showcasing the elasticity, support, and comfort of the new sports bra, with a direct link to buy it online.
Option C: Organize a photoshoot with famous fitness influencers wearing the sports bra, offering a 15% discount code valid for one week.
Option A is the most relevant for a corporate communication objective. It proves Nike's commitment with concrete actions (the scholarships) and builds long-term brand love. Option B and C are commercial tactics that can happen at the same time, but Option A builds the company's reputation.
Situation 2: Product Innovation (Commercial focus)
The Context: Nike releases the Nike Alphafly 4, a premium running shoe featuring a revolutionary carbon-fiber plate that helps runners go faster with less muscle fatigue. The price tag is high ($280), and the target audience includes both marathon experts and casual runners.
Option A: Publish a detailed scientific report on Nike’s corporate website to explain how the company invests in research and development for athlete health.
Option B: Create a high-energy video for social media showing close-ups of the shoe, featuring data on speed increase, and an endorsement by an Olympic champion.
Option C: Launch a global challenge on the Nike Run Club app: any runner who completes 10 km this week wins a digital badge and enters a raffle to win a free pair.
Option B is the most effective for a commercial communication campaign. For a highly technical and expensive product, consumers need visual proof of performance (the champion) and clear benefits (the data) to trigger a direct desire to purchase. Option C is good for engagement, but Option B drives immediate sales.
Situation 3: Ecological Crisis Management
The Context: An investigative documentary accuses one of Nike’s overseas suppliers of dumping toxic chemicals into a local river in Asia. The company’s brand image is heavily threatened worldwide.
Option A: Immediately launch a "Buy 2, Get 1 Free" promotion on Nike's eco-friendly Move to Zero product line to distract the public.
Option B: Publish an official statement from the CEO announcing the immediate termination of the contract with that supplier, creating a river clean-up fund, and launching a strict audit of all partner factories.
Option C: Post a series of short TikTok videos featuring workers from other Nike factories showing how good and eco-friendly their working conditions are.
Option B is the only acceptable corporate response. In crisis communication, transparency, accountability, and immediate action are mandatory. Option A (commercial) would be heavily criticized as cynical "greenwashing." Option C would feel defensive and fake.