Hola,
Let’s face it. Brands make the world better.
Certainly that’s what Nike thinks.
Look at this for a compelling story on how sport (and they) are fixing everyone’s problems.
Now naturally we did have a little debate about the merits of this kind of thing and at times the discussions got a little heated.
Where we netted out is that Nike Better World is good if:
1. It is true. That sport can solve problems in the world
2. It is real. That Nike really is doing big meaningful good stuff
3. It is inspiring. That by investing in an uber cool, marketing heaven, web bubble they encourage other brands that doing more good stuff is worth investing in.