Article Review: 'How to Profit from Lean Advertising' by Thales Teixeira

Nike shows us that it is more than just a brand. We clearly see that in the action filled scenes that bring the Nike message into motion. Every scene is unexpected allowing us to live in the action of the protagonist as the camera angles change with the scenery. We are put in the spotlight with the protagonist showing us the joy and excitement of playing with different pro athletes. The experience is an unforgettable one, which leaves a positive impression not only on the people but the Nike brand as a whole. The advertisement shows that the first step to playing with the pros is to “just do

more than sell the product. The athlete actually becomes a ‘human brand’ in his or her own right.”

Nike tells a story because they inspire and motivate all kinds of athletes to get up, get moving, and accomplish their goals. Nike tells their story through advertising, which is based off of an old age tale where a hero is pitted against a great foe, and after a great struggle, emerges triumphant. The hero represents an athlete struggling to accomplish their goal, and when they do, they become victorious. Nike stands out because of their logo, products, catch phrase, and their sustainable business practices. Nike’s customizable shoe feature, Nike ID, and their sustainable business practice where they transform old shoes into materials is what makes Nike stand out. Not to mention, their iconic swoosh logo and their famous “Just do it” catchphrase

With over four billion followers, soccer is the most popular sport in the world. It combines many commercial companies which compete each other to be at the top of the business. Nike is one of the biggest companies in the industry. In this ad, Nike uses random young footballers that become real football superstars by using their clothes and shoes. Not only, they went further by showing that with their products, you can risk everything. The ad is effective on many levels, the fact that they use real superstars, mannequins, and Marvels to encourage customers to buy their products.

Advertising is one the most common and successful way of getting customers to see your product or brand. It is a way to manipulate and is intentionally deceptive in the sense that tries to prey on people’s weaknesses. In our daily lives, we are constantly bombarded by advertising in many forms and these companies are always looking for different kinds of schemes to draw our attention and Nike is one of them. We all

However for people in the 30 to 50 years old group, they don’t worship celebrities too much. The advertising can be focused on Nike’s brand identity and long history as well as great achievement, showing Nike’s brand personality of bravery and venturing spirit. For example: in the golf sector, Nike would sell not shoes but the athletic ideals of determination, individuality, self-sacrifice and winning.

In this source Jeremy Gregg discusses the reasons for the increase in the popularity of sports sponsorships, providing statistics to show how Herbalife’s athlete sponsorships have resulted in the business’s increase in revenue. The article makes it clear that sports sponsorships are growing at a faster rate than other types of marketing, such as advertisements, and public relations. Jeremy Gregg makes note of the fact that by Herbalife securing its logo on the jerseys of a multitude of famous sports stars, it has put Herbalife branding before millions of sports fans around the world. Gregg argues that sports sponsorships being an indirect form of marketing expose potential customers watching a game, to the business’s branding, without them having the choice of viewing it as they would have had in branding done over an infomercial. Marketers have found that Herbalife has grown too large to rely primarily on its distributors to market the company and hence has shifted their chief form of marketing to a more credible form of marketing than

Nike’s presence on Instagram deviates from the fragmentation of Facebook through its construction of visual narratives. However, Nike’s success on Instagram, 14 million followers and average likes ranging from 300k-400k per post, is not solely due to the use of illustrious photographers and videographers. Although crisp and bold videos and photos command attention, Nike uses voice-overs and captions to evoke intimate responses from viewers. There is a sense of familiarity between the athletes/actors in the advertisements and the viewers’ wants for adventure and success. As you can see in the biographical video of Serena Williams (https://www.instagram.com/p/BHpQVdQDRtO/?taken-by=nike), the presentational effectiveness of Nike is

To begin, celebrities like Michael Jordan, advertise certain shoe brands. Everyone has a celebrity idol that they look up too, so when a fan sees their idol advertising a product, they are really going to want to buy it. According to source two, “The hip-hop movement helped make sneakers fashionable, and famous athletes like NBA basketball player Michael Jordan turned certain brands into status symbols.” Brands that were once nothing, get turned into into

Nike is a marketing trailblazer. Its commercials are so unique and iconic that every new advertising campaign is analysed by industry watchers and experts, and

In today’s competitive marketplace several major sportswear companies exist; Adidas, Puma, and Nike are among the top contenders. These companies are competitively striving to build their brands in such a way as to attain the maximum market share. The chosen company for this academic paper is Adidas, headquartered in Herzogenaurach, Germany. Adidas is a manufacturing corporation that designs accessories, clothing, and shoes and is traditionally the world’s second largest sportswear maker after Nike; however they have recently taken first place due to a change in focus in their marketing strategies (get original source from wickipedia). Generally speaking, in the formation of a brand persona/personality for these sportswear companies, marketing activities such as advertising, celebrity endorsements, events sponsorship, user imagery, and so on play an important role. Adidas marketing is segmented and based on demographic, psychographic, and behavioral factors. All marketing activities and brand management decisions are designed to trigger attitudinal, cognitive, and behavioral responses on the part of the consumer and on their buying decisions, including those of our youth who purchase products for not only their physiological needs, but also for their emotional and self-expressive desires. Since most sportswear manufacturers offer their products at best prices, services, and quality, it makes it very difficult for consumers’ to choose between the products available in

* Nike has its individual stores and also available at major malls all over the globe.

Nike, Inc. has been the world’s leading innovator and provider in athletic footwear, apparel, equipment and accessories for 50 years. Their mission has been to bring inspiration and innovation to every athlete in the world; if you have a body, you are an athlete. Arguably one of the most innovative companies in the world, Nike has built its brand into an iconic world-class powerhouse that continues to dominate the market with no signs of slowing up. Nike’s marketing and advertising have been breakthrough, aspirational, and legendary over the years, featuring high-profile athletes and heroes.

“Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and

The outdoor campaigns, sales promotions and trade promotions, are also regularly offered by Adidas to their channel partners to promote the sales of the brand. All these techniques make sure that the legendary Adidas brand remains in everyone’s mind, the brand awareness is increased and the targeted customers can be retained and attracted easily. Hence, this summarizes the Adidas marketing mix.