Nike ended 'wokeism' in its advertisements and is betting on the family

In a decision that marks a strong shift in advertising compared to previous years, Nike recently launched a campaign that replaces "woke" messages with traditional family values.

A recent commercial shows a father playing golf with his baby and ends with the phrase: "You've already won." The image stands in stark contrast to the brand's previous ads, such as the one from 2021, which featured an overweight African American model dancing to celebrate "body diversity."

This shift is not isolated. It is part of a broader trend in the business world: major brands are abandoning progressive ideological content campaigns that dominated the last decade. Consumer pressure, financial failures, and fear of new boycotts are pushing companies to depoliticize their image.

Nike is not the only one

Nike's case adds to that of companies like Bud Light, Target, Disney, and Ben & Jerry’s, which suffered million-dollar losses after implementing campaigns focused on gender identity issues, racialization, or forced diversity.

In 2023, Bud Light experienced a 26% drop in sales after running a bizarre commercial featuring a man who believed he was a woman, sparking one of the most successful boycotts in recent times. Disney, meanwhile, reported losses in its streaming division after introducing heavily ideological narratives, which forced a retreat in its narrative strategy.

A report by The Wall Street Journal revealed that 68% of consumers prefer brands to remain neutral on political and social issues, and 59% of investors consider it risky to align branding with divisive agendas. "Corporate activism" is no longer synonymous with social responsibility, but rather with potential capital loss.

In this new context, companies like Nike are "returning to their roots." Far from left-wing militant slogans or social media controversies, the new approach prioritizes universal emotions such as family, personal effort, and love for sports. "You've already won," says Nike's new ad, which is more reminiscent of the inspiring messages from its classic campaigns than the ideological manifestos of recent years.

In today's market, where consumer trust is key, Nike's change of course reflects that wokism is not profitable. Brands that insist on imposing an agenda unrelated to their products risk not only losing their identity but also customers.