What Nike understands so well that few other brands understand is that it's not about them.
It's about you.
Their brand and this campaign is relevant after 25 years because it's not about their patented design, their special materials or even the sports stars that endorse their products. It's about that little voice inside of all of us that says, "Get up. Get going. Go further. Go faster." It's about our desire to reach that next level, whatever that level is for us as individuals, while acknowledging the possibility that our potential is beyond what we can even imagine today.
They found that truth about the connection between their products and their users and it became the core of their brand.
What's the truth about your customers? What do they want not from you, but from life? What makes them tick? How does your product help them achieve that? Answer those questions and you'll be on your way to creating a lasting brand.