This is marketing.
it’s a story.
behind that marketing,
behind that story …
Yes it’s Nike.
Yes they probably pay their creative/advertising team huge wages.
But those two principles can be applied to all marketing, everywhere.
And you can apply them no matter what your marketing budget.
What is your product/client story?
What is the one word behind your story, behind your marketing, behind your brand?
After that it just remains for you to find places to tell that story.