How Nike's sampaguita tribute sparks conversation beyond Philippine tennis

When 20-year-old Alex Eala stepped onto the grass courts of Wimbledon for her debut this year, she wasn’t just carrying the hopes of Philippine tennis - she was wrapped in a symbol of cultural pride. Worn in her hair was a sampaguita, Nike’s tribute to the Philippines’ national flower.

It didn’t take long before the image spread. But the conversation went far beyond appreciation. It touched on everything from Southeast Asian representation and cultural symbolism to brand authenticity and the evolving role of Asian athletes as storytellers.

For sports and marketing experts, the moment marked something bigger than a one-time gift. It was a case study in how to create resonance in a cluttered global market. Nike didn’t announce it in a campaign. It wasn’t an ad. Yet, in that single flower - visible on one of the sport’s most-watched stages - there was a message: this athlete’s story matters, and this country’s culture deserves a seat at the table.

Don't miss: Alex Eala's Wimbledon debut comes with Nike's sampaguita tribute

The gesture is proof that the most impactful branding doesn’t always shout - it listens, learns, and honours. While brands have long used national pride in sports to spark engagement, this moment stood out for its specificity. The choice of the sampaguita was culturally appropriate, as well as emotionally intelligent.

Experts MARKETING-INTERACTIVE talked to noted that the sampaguita moment reflects a broader trend in sports marketing: purpose-led branding that roots itself in lived experience. “This wasn’t the typical Nike playbook of branded products or towering billboards,” said RJ Espartinez, creative director at Jayme Headquarters, calling it subtle yet powerful.

And that subtlety may point to a larger shift in how athletes are being represented - especially those from historically underrepresented regions such as Southeast Asia. But it also raises a question: Is the industry truly evolving past tokenism, or are we still dressing up performance-driven deals in prettier packaging?

It wasn't a trendjack

Every four years - or less - brands scramble to attach themselves to a moment. A goal, a medal, a headline. Marketers call it “trendjacking”, but increasingly, it’s a tactic that feels transparent.

“These brands want to be part of the conversation at the moment,” said Jordan Santos, group creative director at Publicis JimenezBasic. “However, audiences are becoming more perceptive of brands’ intentions. Whether they are sincere or are just riding the hype, hoping the positive sentiments from the athlete or event will rub off on them.”

Espartinez agreed, pointing out that many brands suddenly emerged to “celebrate” athletes after the Philippines’ Olympic wins - but with visuals where “the brand logo was more prominent than the athlete themselves.” The result is surface-level tributes that rang hollow.

In contrast, brands such as Nike, Gatorade, and Milo have earned the right to celebrate these moments, Espartinez said. “Their long-standing commitment to athletes - from grassroots programmes to elite training - has been visible from day one,” he added.

Trendjacking may generate buzz, but it rarely builds brand equity. For Julia Arsenal Dela Rosa, founder and chief brand officer of PassionFruit Creative, real resonance comes from intentional storytelling - something that outlasts the fleeting nature of trends.

“Nike’s efforts to support athletes are not trendjacks, they didn't ride on to a trend that just came up - instead, their efforts for athletes are real manifestations of what they stand for as a brand and living up to how people see them,” said Rosa.

Trendjacking typically involves brands jumping on existing viral moments or conversations. But this gesture preceded any social media buzz. Nike didn’t react to a trending topic; they created a moment of their own through foresight and cultural sensitivity.

Athletes have unique backgrounds, with complex and inspiring stories, Santos explained. “What’s important is that the idea is built around or even made in collaboration with the athlete so that it can reflect aspects of the athlete’s authentic self - including one’s country, family, values, and so forth.” 

Rosa echoed this, adding that as an athlete herself, the hair tie is a concrete example of how genuine Nike’s purpose to inspire truly is. “It inspired the whole nation, and athletes-alike, that hard work, passion, and humility in all courts of life will be well-supported, acknowledged, and celebrated.”

Raymund Sison, founder and creative chief at Lennon Group, called it “a beautiful example” of storytelling rooted in cultural consciousness. It becomes a shared narrative that extends beyond the athlete or brand, becoming something people can collectively claim.

Localised storytelling or lazy appropriation?

But as brands lean into local culture, the line between celebration and appropriation looms large.

“It’s hard to tell a Filipino story with a Western lens and capture its multilayered truths,” said Sison. “There’s a responsibility that comes with telling local stories and I think brands must collaborate with local creatives, respect cultural nuances, and avoid turning traditions into tropes.”

Romeo Moran, a sports and fitness writer for the Philippine Daily Inquirer, observed that regional talent often comes with a built-in local following - audiences who aren’t just watching for the win, but looking for representation and recognition.

“Any brand who manages to acknowledge and see the people through the lens of the regional talent is doing it right - but the line between celebration and appropriation is really where the respect and effort is,” Moran said.

Still, that storytelling must be earned. Santos warned that cultural references must be organic to the concept and not “a forced attempt to curry favour.” Done tastefully, they elevate a campaign. Done carelessly, they backfire.

The goal isn’t just visibility - it’s connection. Local storytelling should be the heart of it all, said Rose. “Distinctiveness is branding... There are amazing cultures around the world and for brands to take inspiration from them and celebrate them in their ads is what can make them connect meaningfully to people.”

Asian faces, global screens: Inclusion or illusion?

So what of the bigger picture? Are global campaigns truly embracing Asian athletes - or just updating their diversity optics?

There’s definitely more visibility, said Sison. “The question is: are these athletes being celebrated for their full stories, or just their wins? Genuine inclusion means investing in their narratives, not just their performance. Tokenism is easy to spot when it’s visibility for visibility’s sake and the story lacks depth or cultural context.”

It’s a sentiment echoed by Moran: “Sports brands are going where the fans are. But globally, they’re still waiting for transcendent athletes to emerge and bless with their endorsement.” If brands were truly gung-ho, they would have endorsed athletes such as Kai Sotto already, he added, referring to a Filipino professional basketball player.

Still, some movement is happening. Santos pointed to Kiefer Ravena appearing in a Jordan Brand anniversary campaign alongside NBA stars. Ravena is “one of the best Filipino basketball players today,” he said, and although perhaps not on the level of the NBA players he was lined up with, he deserves a seat at the table.

Yet challenges remain. As Sison pointed out, Asian athletes still have to “overperform” to be seen as marketable. Language barriers, lack of representation in creative decision-making, and cultural misunderstandings all contribute to uneven opportunities.

But momentum is building. Slowly, the paradigm is shifting - from “deserving” inclusion to demanding it.

Across all five conversations with these experts, one truth is clear: brands can no longer afford to treat athlete partnerships as transactions. In Asia - where national pride runs deep, and local stories carry weight - marketers must start from a different place.

“Start with empathy,” Sison advised. “Understand the athlete’s story, their community, their values, their heritage. Co-create with them, don’t impose narratives on them.” Moran was even more practical: “Talk to locals, really get the pulse of the people especially where the athlete is concerned.”

For Espartinez, the timing matters as much as the story. “Don’t wait until an athlete wins a big medal to start a partnership. Engage early, support their journey, and stay committed through ups and downs.”

Digital Marketing Asia returns to Manila on 2 September, bringing the hottest trends, tech, and insights to future-proof your strategies. Network with 150+ industry leaders, discover cutting-edge tools, and learn from real-world case studies – all designed to propel your brand growth. Don't miss this chance to stay ahead of the curve!

Related articles:
Wimbledon eavesdrops on attendees in cheeky video series
What Barilla’s Formula 1 move means for sports advertising beyond the Super Bowl
Filipina racer Bianca Bustamante joins Priority Pass as Asia-Pacific brand advocate