Records are made to be broken, but some stand the test of time as seemingly untouchable.
For nearly 50 years, LSU legend Pete Maravich sat comfortably atop the NCAA’s all-time scoring record books with 3,667 career points. That was until an Iowa phenom named Caitlin Clark arrived on the scene.
In just three short seasons, Clark has lit up scoreboards from coast to coast, raining down points at will and leaving broken records in her wake.
But one elusive mark remained – Maravich’s hallowed men’s record, which had stood since 1970.
Just as Clark closed in, ready to seize her rightful place among the games all-time greats, her sponsor Nike made their move.
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With clever ads and impactful copy, they transformed the moment from a personal accomplishment to a cultural one, introducing Clark to a whole new audience as the rightful new “owner” of an enduring legacy.
A display of great copywriting from Nike
The latest advertisement “You break it, you own it” featuring NCAA star Caitlin Clark has been a public relations win for the sports brand.
As Clark continues etching her name in the history books by surpassing legendary men’s scorer Pete Maravich’s career points record, Nike leveraged her accomplishments with impactful copywriting.
Heading into Clark’s final home game at Iowa, Nike launched a massive seven-story banner of Clark in downtown Iowa City.
The simple yet powerful message “You break it, you own it” celebrated Clark owning the women’s scoring record while foreshadowing her imminent breaking of Maravich’s long-standing men’s mark.
By framing Clark as owning these records rather than just breaking them, Nike’s copywriting positioned her as more than just an athlete surpassing numbers – she is the new defining star who will come to define this era of women’s college basketball.
The advertisement transforms Clark from record-breaker to record-owner in the public eye.
Nike capitalized on the publicity around the banner by releasing matching jersey t-shirts for sale. Fans excited to support Clark rushed to buy the merchandise, driving record-breaking online retail sales for Nike’s NIL partnership.
Through clever advertisement placement and short impactful messaging, Nike was able to monetize Clark’s achievements and create a buzz that boosted both her celebrity and the brand.
This example shows how powerful effective copywriting can be for both the advertiser and the individual featured.
By framing Clark as the rightful new owner and not just breaker of scoring records, Nike buoyed her status at a pivotal moment.
The simple words owned the conversation locally and allowed Nike to profit. Through partnerships like Clark’s, Nike is maximizing the potential of both the athlete and the brand through brilliant publicity stunts and well-crafted copy.
Their advertisements for Clark have proven how impactful just a few carefully chosen words can be.
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