First of all, no these Pro-Chiller leggings aren't real. I know, I got excited when I first saw something about them too. But Saturday Night Live created them to make fun of Nike (and basically all other athletic brands) for their generic tone in their commercials.
Check out the SNL skit to get in on the laugh, though.
Yes, classic SNL.
It might just be a spoof, but just think about how accurately they're depicting sporty brands. It's not really just brands like Nike who has super intense commercials that portray determined athletes that are sweaty.
Get ready for my inner-advertiser to come out, but...
In all of these ads, the brand aggressively talks up their gear in a way that motivates the viewer to go out and buy their products so they can be just like the people in the commercial. But how does a brand stand out in a crowd of athletic brands who are all basically doing the same thing?
Look at some competing ads by Under Armour, Adidas, and Reebok to see what I mean.
I think what SNL conjured up as a spoof should actually be taken seriously. It might be a little off-brand or not quite Nike's personality, but it would catch the audience off guard. Instead of commercials where they have a runner sprinting on a track with beads of sweat dripping down their noses, gritted teeth, and narrowed eyes that are obviously on the prize, they should create a series of commercials that show how some of their products are really used.
I'll admit, I wear a Nike sports bra seven out of the seven days in a week, and do you know when the last time I worked out was? It's been a minute. A long minute. I also wear their brand of tennis shoes often, and as I just mentioned, I definitely haven't been running in them.
I think it would show how in touch with reality they can be as an athletic brand. At the end of the commercials, they could still have some motivating quote or idea to spin it back to their usual "mission" but the main idea would be normalizing their ultra-super-mega-athleticism weaved into the fabric of their clothes. That regular "non-sporty" people can use their clothing too.
Everyone loves transparency, especially with popular brands. If Nike doesn't jump on this opportunity quick, another competing brand will. Maybe it'll be one of the brands I mentioned above; they'll be smart to toy with the idea.
