As I stand on Corso Vittorio Emanuele II in Milan, the crowds flow endlessly. Nike, Adidas Originals, Dr. Martens, Converse, and more adorn the feet of passers-by. The same brands keep appearing. It makes me ponder: the biggest brands somehow feel so personal to us, yet millions and billions of people around the world wear the same thing. So, how did these brands reach their current stature?
Watching the global names parade down one of Italy’s most iconic shopping streets, I realise that their success lies in mastering a delicate balance—being everywhere while still making each consumer feel like the product was made just for them. These brands have seamlessly blended global reach with personal relevance, creating a connection that feels individual, no matter how widespread they are.
Take Nike, for instance. Their swoosh is as recognisable as the golden arches of McDonald’s. But Nike isn’t just selling shoes; they’re selling the idea of achievement, the ‘Just Do It’ mentality. They’ve tapped into the universal human desire to overcome, to push limits. Yet, paradoxically, they make each consumer feel that their journey is unique. A marathon runner in Milan and a basketball player in Brooklyn might both wear Nike, but one feels the legacy of Gianni Rivera, while the other channels Michael Jordan.
This strategy isn’t unique to Nike. Adidas, with its trefoil and three stripes, has woven itself into the fabric of global culture. From the football pitches of the San Siro to the hip-hop stages of New York, Adidas has become a chameleon brand. They adapt to local heroes and aesthetics while maintaining a core identity. In Milan, it might be the sleek Predator worn by AC Milan stars; in London, it’s the retro Gazelles favoured by Britpop icons.
Dr. Martens presents another fascinating case. Born as workwear boots in Britain, they’ve become a global symbol of rebellion and individuality. On Corso Vittorio Emanuele II, I spot them on an eclectic mix: a punk rocker, a fashion student, a middle-aged tourist. Each sees their own story reflected in those yellow stitches and air-cushioned soles. It’s a masterclass in allowing consumers to imbue a product with personal meaning.
Converse, now under Nike’s umbrella, has a similar narrative. The Chuck Taylor All-Stars have graced the feet of everyone from NBA legends to grunge rockers. In Milan, I see them customised with hand-drawn Italian phrases, local university logos, or simply worn to threadbare perfection. Converse doesn’t just sell a shoe; they sell a canvas for self-expression.
The secret sauce?
These brands have mastered the art of ‘glocalisation’—thinking globally, acting locally. They create overarching narratives of aspiration, rebellion, or self-expression that resonate across cultures. But they localise these stories, making them feel tailored to each market. It’s why a Milanese fashionista and a Californian skater can both feel a personal connection to the same pair of Vans.
As we at Nero Whyte work with clients to build their brands, there’s a wealth of lessons here. First, identify a universal human truth or desire that your brand can embody. Be it achievement, individuality, or belonging, make it your brand’s North Star. Second, allow room for personal interpretation. Create products or campaigns that consumers can adapt and make their own. Third, respect local nuances. A message that resonates in Milan might need tweaking in Mumbai.
The paradox of personal mass appeal isn’t a contradiction; it’s a masterful marketing strategy. As the sun sets on Corso Vittorio Emanuele II, casting long shadows from the Duomo across a sea of globally recognised shoes, I realise that our job isn’t just to make brands known. It’s to make them felt, to forge that intimate connection even as they stride across the world.
In this global village, the most successful brands aren’t just on everyone’s feet. They’re in everyone’s hearts, one personal story at a time. And that is the true art of standing out in a crowded market.
