Small brands can't copy Nike's vague messaging because people just think of Nike instead. You need to answer three things: what you do, who you serve, and why they should care. Skip any of those and your marketing disappears.
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Big brands in your market space already have a reputation. They can get away with more ambiguous messaging than you can because of their brand awareness advantage. Nike or FedEx or John Deere, they don't need to explain who they are, their market already knows. But as a smaller brand, you don't have that luxury. The smaller and less well-known you are, the clearer and more distinctive your messaging needs to be. Imitating the big brands is the exact opposite of what you should be doing. Because copying what the big guys do makes the customer think of them rather than you. The basics of your messaging are: What do you do? The market category. Who do you do it for? The customer profile. Why should they care? Your differentiation. Unless you've answered these 3 basic questions to the buyer's satisfaction, you're going to get suboptimal marketing performance and you may not even know it.