I grew up firmly in the embrace of the Nike Industrial Complex. Raised in suburban Chicago, the Jordan brand (long before there was actually a Jordan Brand) took me early on in life. It’s grip was tight. It’s force ubiquitous.
In March of 1997 Rick Reilly wrote an editorial called The Swooshification of the World. His satire called for more swooshes, swooshes everywhere. On flags, cars, and universities. Reilly requested the swoosh as the 27th letter of the alphabet and asked for its inclusion in the Periodic Table.
I read the article. Missed the satire.
“Yes. I’m with Rick. That’s perfect.” I thought.
Not surprising coming from a college freshman who had a letterman’s jacket with a swoosh on it.
Anyway, time has tempered my loyalty & reverence to Nike. (And don’t even get me started on Jordan…) Whereas I used to buy Nike, now I am more apt to study Nike – at least their web marketing tactics….
Of all the global brands I follow, Nike does the best job of marketing to different customers differently. Nike tailors different messages to target Mexico, Argentina, and Spain.
This makes sense.
The cultures are different. The languages are different. Why would the messages targeting these consumers be the same?
Spin through their website and you’ll see some great motivational language skills that can be applied immediately to the jobsite. Here are a few…..
Let’s start with some site navigation vocab.
INICIO :: (ee-NEE-see-oh) :: Home page
EQUIPAMIENTO :: (ay-kee-pah-mee-AYN-toh) :: Equipment
LUGARES :: (looh-GAH-rays) :: Places
¿QUÉ ES? :: (kay AYS) :: What is
Here is some Motivación for you…. Use this noise on the jobsite today.
TOMA EL CONTROL :: TAKE CONTROL
Control is an identical Spanish Twin, but watch the pronunciation – emphasis on the last syllable. Masons behind schedule? Find el jefe and say ¡Toma el control!
MI MOMENTO ES AHORA :: MY MOMENT IS NOW
Instead of MI, use TU for your… Tu momento es ahora :: Your moment is now. And then turn up the car radio and blare Rage Against the Machine:
It has to start somewhere.
It has to start sometime.
What better place than here?
What better time than now?
MIRA Y APRENDE :: WATCH & LEARN
This is a great phrase if you’re feeling spunky. Walk into a home and see some drywall without the necessary 3 tornillos in the field? Grab a handful of screws and yank the screwgun out of his hand and say, “Oye – Mira y aprende….” Hey – Watch and learn….
Be ready though. If you’ve never spoken to this individual before, this stunt may not go over very well.
MENOS PESO :: LESS WEIGHT
MEJOR AJUSTE :: BETTER ADJUSTMENT (FIT)
When I approach Spanish-speakers I am comfortable with, I frequently drop something similar to this: “Menos hablando. Más trabajando, porfa.” Less talking, more working, please. Menos looks a lot like the English Minus, right?
The ad’s sub-title is a Spanish Twin gem: La combinación perfecta – the perfect combination.
ÚNETE A LA COMUNIDAD :: JOIN THE COMMUNITY
CONTROLA TU EVOLUCIÓN :: CONTROL YOUR EVOLUTION
RECIBE MOTIVACIÓN :: RECEIVE MOTIVATION
MANTENTE CONECTADO :: STAY CONNECTED
If you dig some subtle humor, feel free to scramble these commands:
ÚNETE A LA EVOLUCIÓN :: If your crew isn’t very bright…
CONTROLA TU COMUNIDAD :: If your crew is a little wild…
MANTENTE TU MOTIVACIÓN :: This is a serious recommendation…
So go ahead – try some Nike Spanish on the job today.
Tu momento es ahora.
Bradley Hartmann is founder and el presidente at Red Angle (www.redanglespanish.com), a Spanish language training firm focused on the construction industry. Nike has not yet sponsored this blog.
Categories: Jobsite Leadership