Podcast Summary: Episode #22 – Seizing the Moment—Lessons from Nike’s Viral Scheffler Ad

Released on June 2, 2025

Introduction

In Episode #22 of Why That Worked presented by StoryBrand.ai, hosts Donald Miller and Kyle Reed delve into the compelling strategies behind Nike's viral Scheffler ad. This episode explores how timely and creative brand messaging can transform moments into massive successes. Through discussions on Scottie Scheffler’s PGA Championship win, marketing opportunities, and actionable insights for businesses, the hosts provide a comprehensive analysis of effective branding techniques.

A Year Ago: Scottie Scheffler’s Arrest

The episode begins with Scottie Scheffler recounting a personal anecdote about his arrest a year prior to the PGA Championship. This incident set the stage for a dominant narrative that brands could potentially leverage.

• Scottie Scheffler [01:15]: "I got a little bit of a story before we get into this, because a year ago at the PGA Championship, did you know Scotty Scheffler was arrested?"

• Donald Miller [01:21]: "I did, because I was actually on the phone with the golf correspondent for ESPN."

Scheffler explains that the arrest was a "big misunderstanding" and how his clean record was swiftly restored, creating a narrative ripe for brand engagement.

Nike’s Viral Ad During the Championship Win

Fast forward to the present, Scheffler’s triumphant win at the PGA Championship provided Nike with a perfect opportunity to engage with current events creatively.

• Scottie Scheffler [02:09]: "So Scotty Scheffler wins this year and there's a massive opportunity and Nike seized it."

Nike capitalized on Scheffler’s win by posting on X (formerly Twitter) with the message: "The verdict is in. World number one, Scottie Scheffler is the PGA champion. That is."

• Scottie Scheffler [03:15]: "And immediately playing off the arrest and immediately people caught on to what they were doing. It was in my eyes a perfect example of a brand using kind of winking real-time events."

Miller highlights Nike's approach as "provocative" and "lightly provocative," enabling the brand to garner substantial free press across various platforms, including Newsweek, Yahoo Sports, and Sports Illustrated.

Contrast with Skechers’ Missed Opportunity

In contrast, Skechers attempted to leverage a similar moment but failed to execute effectively.

• Scottie Scheffler [03:50]: "They posted a cheesy, like, you know, dunk on your competition. It was... it was."

Miller criticizes Skechers for their lack of creativity, suggesting they missed an opportunity to authentically integrate their brand with basketball culture.

• Donald Miller [04:15]: "Dream moment for Skechers."

The discussion emphasizes the importance of authentic and creative engagement rather than generic promotional tactics.

Strategies for Seizing the Moment in Branding

The hosts transition into broader strategies for brands to seize moments and gain attention:

1. Attention Mining: Identifying and aligning with current cultural moments or trends that resonate with the target audience.

   • Scottie Scheffler [04:58]: "What you have to know just enough to then tweak it."

2. Regular Monitoring: Holding regular meetings to assess where public attention is focused and brainstorming how the brand can fit into those conversations.

   • Donald Miller [06:11]: "Have to move yourself, you have to talk about it, move yourself, create it."

3. Creative Integration: Incorporating brand messaging into ongoing cultural dialogues in a way that feels natural and engaging.

   • Scottie Scheffler [05:02]: "You don't have to know. You don't have to be an expert, you have to know just enough of the context."

Case Study: Mark Sibilia’s Success

A notable example discussed is musician Mark Sibilia, who successfully leveraged popular songs and creative performance styles to gain massive online followings and sell out tours.

• Donald Miller [17:37]: "He got really, really smart at this late stage in his career. What he did was he has this incredible studio in his backyard..."

• Scottie Scheffler [20:22]: "There are moments for brands out there that if you find that the amount of lift and uplift to your brand is massive."

Sibilia’s approach underscores the power of blending creativity with current trends to capture public interest.

Handling Pushback and Taking Risks

The conversation also touches on the inevitability of pushback when brands take bold steps to gain attention.

• Donald Miller [20:32]: "Pushback ain't bad. It's not bad."

Brands are encouraged to embrace attention, even if it means facing criticism, as long as it aligns with their authentic voice and values.

• Scottie Scheffler [22:36]: "Attention is your friend."

The Importance of Intentional Messaging

Intentionality in brand messaging is crucial for ensuring that efforts to seize moments are strategic and meaningful.

• Scottie Scheffler [22:56]: "You have to be intentional. You have to set it up."

• Donald Miller [23:18]: "It's important to get an outside perspective because we are so close to our products and services that we don't even know what's provocative about them."

The hosts emphasize the value of professional guidance, such as StoryBrand coaches, to refine and enhance messaging strategies.

Resources and Community Support

Miller and Scheffler highlight the availability of resources and community support through StoryBrand.ai, encouraging listeners to leverage expert advice to improve their brand messaging.

• Donald Miller [23:18]: "You can go to marketingmadesimple.com and find a coach and they're gonna help you analyze this."

Conclusion

Episode #22 of Why That Worked effectively illustrates how Nike’s strategic and creative use of a cultural moment transformed Scottie Scheffler’s PGA Championship win into a viral marketing success. Through insightful discussions and practical examples, Donald Miller and Kyle Reed provide listeners with actionable strategies to harness attention, embrace creativity, and intentionally craft compelling brand messages. Whether you’re a large corporation like Nike or a small business owner, the lessons shared in this episode offer valuable guidance on turning moments into lasting successes.

Notable Quotes

• Scottie Scheffler [03:15]: "The verdict is in. World number one, Scottie Scheffler is the PGA champion. That is."

• Donald Miller [06:26]: "What are people frustrated about in the NBA? They’re frustrated because Steph Curry has single-handedly changed the entire game."

• Scottie Scheffler [20:22]: "There are moments for brands out there that if you find that the amount of lift and uplift to your brand is massive."

• Donald Miller [22:36]: "Attention is your friend."

Key Takeaways

• Leverage Current Events: Brands should monitor and align with ongoing cultural moments to maximize visibility.
• Be Creative and Authentic: Craft messages that resonate naturally with the audience’s current interests and sentiments.
• Embrace Pushback: Taking bold steps may attract criticism, but it can also significantly boost brand attention.
• Utilize Expert Guidance: Engaging with messaging experts can refine strategies and uncover unique brand opportunities.
• Regular Strategy Sessions: Consistently evaluate where public attention is focused and brainstorm ways to integrate the brand accordingly.

By adopting these strategies, businesses can effectively seize moments and transform them into opportunities for substantial growth and recognition.