Is the Dove-Nike Collaboration Interesting?

This collaboration makes sense, but is it interesting?

It has signs of interestingness: when we see something that we appraise as likely to be interesting:

Both Dove and Nike have done interesting things in the past and, while not always true, interesting x interesting usually equals interesting.

And both have established a pattern of marketing that aims to empower girls/women. So teaming up on an important social mission, using sports participation to build confidence in girls, reinforces both brand patterns.

And if this is as deep as the causal viewer goes into this collaboration, the appraisal is likely to be: "That's great! Good on both of these brands for doing something positive in the world."

But there is more to being interesting than just the signs. The signs of being interesting alone have less of a chance of creating long-term memories and mental availability than a deeper level of thought generates.

Finding something 'interesting' is also an assessment. The interest is is more considered and long-lasting. It indicates that a person has found the subject worth thinking about for some time and that it forms part of a rich and significant pattern network.

As a marketer following the trajectory of both brands over many years, and as the father of a girl at this stage of life, this collaboration has the potential to be worth thinking about more. But there wasn't much more to engage with, to think about.

The nike.com website directed me to the "Body Confident Sport" program website. Based on the scale and power of the two brands involved, I was expecting more than an education program with a workbook for coaches and athletes to learn about "the truly awesome things active bodies can do."

For the non-marketing viewer at home, what is worth thinking about at a more detailed, and substantive level that will form part of a richer and more significant pattern network? This collaboration is promising value beyond the product. But where is the value? Is more engaging content coming? Will there be a way to connect to community, or a way to participate if you are a parent or a teen? What is there to talk about between teen girls or among parents?

My point here is not to criticize, it is to use the opportunity to talk about what is interesting. And I'm hoping there is more coming and more to think and talk about for all observers.