Contemporary Issues in Marketing - Co-Creation in the Case of Nike

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Nike: a case of co-creation
Evaluations and Recommendations on the theoretical aspects of co-creation and its implications in the current Nike marketing activities.

Table of Contents

1. Executive Summary....................................................................................................3 2. Company Background................................................................................................4 3. Current Marketing Activity........................................................................................5 4. Evaluation of Marketing Activity...............................................................................6 5.
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In 1972, BRS introduced its first line of Nike shoes and in 1978, BRS, Inc. officially renamed itself to Nike, Inc. and the sponsorship of athletes became a key marketing tool for the rapidly growing company. By 1980 the company went public and attained a 50% market share in the U.S. athletic shoe market. Furthermore, Nike expanded its product line for many sports and regions throughout the world and in 1988 the famous slogan "Just Do It" Nike ad campaign was chosen by Advertising Age as one of the top five ad slogans of the 20th century (Nike, 2011) Nowadays is the largest seller of athletic footwear and apparel in the world. They employ more than 33,000 people globally and sell products in more than 180 countries around the globe reporting revenues of 19.2 billions of dollars. The mission statement of Nike, as the world 's leading athletic brand is “to deliver innovation and inspiration to every athlete”. Through the slogan “if you have a body you are an athlete” Nike pretends to spread a sports mentality in the society (Nike, 2011).

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3. Current Marketing Activity Nike, through its current marketing activities is trying to connect with millions of customers and sport related fans (potential customers) all over the world. Nike current strategy is based on building,

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