August 25, 2022
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A brand doesn’t need an ad or sponsorship to prove its worth. Sometimes, it just needs a story.
In 2019, Nike and Observatory partnered to ask themselves a question: Why not build an entertainment studio focused on sports and culture? Instead of trying to wedge diverse, relevant stories into 30-second ads selling products, why not make feature films, documentaries, TV series and podcasts devoid of pitches, gear and the Swoosh? Nike’s Waffle Iron Entertainment sprouted from that discussion.
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On Jan 25, join experts at Adweek Outlook 2023, a live virtual event, for trend forecasting, tips and tools. Register Now.
A brand doesn’t need an ad or sponsorship to prove its worth. Sometimes, it just needs a story.
In 2019, Nike and Observatory partnered to ask themselves a question: Why not build an entertainment studio focused on sports and culture? Instead of trying to wedge diverse, relevant stories into 30-second ads selling products, why not make feature films, documentaries, TV series and podcasts devoid of pitches, gear and the Swoosh? Nike’s Waffle Iron Entertainment sprouted from that discussion.
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Jason is an Adweek staff writer covering the business of marketing.
Adweek is the leading source of news and insight serving the brand marketing ecosystem.