Effects of Sports Stars in Advertising

The target audience for Gatorade is for athletes, but this commercial does a great job of reaching out to a wide range of athletes. The advertisement targets athletes of the older generation, along with athletes that are young. Gatorade uses two retired players, Peyton Manning and Michael Jordan, along with two players nearing the end of their careers, Eli Manning and Serena Williams, and three players that are currently in their prime, Kyle Schwarber, Matt Ryan, and Karl-Anthony Towns. The different ages in the commercial are extremely effective because athletes that would be interested in Gatorade’s products vary in age, and Gatorade had to appeal to all generations of athletes. Also, the inclusion of Serena Williams can appeal to the female athletes that view the

The business of sports is one of the fastest growing industries in the country. All over the world, many people participate as players and spectators in a variety of sporting activities, creating opportunities for the marketing of a company’s goods and services. An important part of the business of sports is sports marketing, which revolves around understanding consumer behavior and motivating target markets to purchase goods and services. Sports marketing at Clemson University has many different aspects ranging from sports and technology and sport law to sponsorship and sports economics.

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

Skey says, “They clearly have a strong and emotional brand for young people.” Her quote benefits the idea of the use of emotional connections with their audience in the advertisements Nike uses. Leonard states in the Shoes, Diplomas, And The American Dream article that “Nike does have a message to market. The company is selling high-school and college athletes the prospect of not just a career but a future.” It is also stated in the article that people are “Willing to invest – to bet on – the future because of the seductive allure of the American dream” (Leonard). The products Nike sells can assist in the success of an athlete due to the use of the product. If a runner was to use crappy shoes, they may lack in their abilities due to the poor quality of the shoes. Another point is that if one is successful with a Nike product, they would stay with that product or upgrade when a better quality of the product by the same company, Nike, comes out. When success is found within one company, a customer is more likely to stay within the company product

The association makes sense – Do people have to read the copy or listen to the whole commercial for them to understand why the athlete is endorsing the product? If so, it may not be a good fit.

Nike, Inc. sought professional athletes to endorse their athletic shoes and in 1985 contracted with Michael Jordan. Michael's success in sports and his endorsement of a personalized Nike brand brought in over $100 million in the first year (Kotler & Keller, 2009). Nike has continued to market successfully with their "Just Do it" campaign and their targeting women athletes.

“Sports drinks such as Gatorade promise better athletic performance, but in some cases they’re not really necessary. Water does the trick in many cases” (Kent). Gatorade is the most commonly sought after sports drink by athletes. Gatorade uses effective advertising to encourage consumers to buy their product. With the use of professional athletes and other celebrities, Gatorade’s ads persuade people everywhere their product is superior to consuming water. In this ad, Gatorade uses Dwyane Wade-who is a professional basketball player-to showcase their product. Wade is drinking Gatorade while in his Chicago Bulls uniform, showing Gatorade’s customers that he uses it to play well. Gatorade is willing to spend “...near-nine-figure…” amounts of money to persuade customers that drinking Gatorade is highly beneficial (“Who

The lessons sports can teach us reach tremendous heights. Through sports, we receive a grasp of new heights and new abilities once unknown to an individual. One of the various ways humans come into contact with sports is through merchandise. In an economy-driven world, not a day goes by where an individual does not see an advertisement of some sort of product related to sports; two of the more popular brands are Nike and Adidas. Both these companies use catchy slogans that both, entice the buyers, and also place a thought into their mind. Nike uses the slogan, “Just Do It”, and Adidas is often seen with slogans like, “Impossible is Nothing” and “All In”. These slogans demonstrate the importance of determination and perseverance into the every-day

In today’s time we come across a vast amount of advertising using various forms such as outdoor billboards, print advertisements, TV commercials and online advertisements. Advertising is a very common means of getting customers to see one’s message, brand and product. However, it is apparent that advertising is intentionally deceptive in the sense that it tries to prey on one’s weaknesses as a human being. For example, beer commercials constantly use sex appeal with attractive women to charm men and perfume commercials use the idea that their product will bring women the love that they have so long desired. Likewise in the Nike advertisement featuring Serena Williams, the advertisers use vivid visual elements to convey the idea that Nike products will make the consumer popular, athletic, beautiful, skilled, talented, hardworking and ultimately successful. This definition of Nike is achieved through the use of the famous athlete, the words of the ad, her facial expression, her stance and the background scenery.

The use of specific athletes in marketing campaigns really began to show promise when athletes like Jordan began wearing their own brands of shoes. The idea to consumers or fans of the NBA that they could wear the same shoes as Michael Jordan, and somehow play like him was an easy sell by Nike. Today it is now common for marketable athletes in almost all sports to wear their own style of shoes, spikes, or skates. An interesting point to make is that through Nike Michael Jordan eventually launched his own clothing line called Jumpman23 that makes everything from socks and underwear to winter coats. Even though Jordan has been retired since 1999 the Jumpman23 company has continued to release a new shoe every single year that are simply called “Jordan 24”, an increasing corresponding number to the number of years the shoes have been produced. The new Jordan shoes still retails at over $150 a pair even though Mike hasn’t stepped on the court in 11 years! After retirement and becoming the CEO of the Jumpman brand Michael Jordan has been able to court other famous athletes from a variety of sports to wear his brand. A few examples of the athletes include Derek Jeter (baseball), Dwayne Wade (basketball), Jason Taylor (football), and April Holmes (track and field). The wide range of athletes in all different sports who now market a brand for arguably the greatest athlete of all time truly shows the money, power, and influence an athlete can experience

Recently Nike dropped a commercial titled “Want It All” and it is an extremely interesting advertisement. Nike just became the new official sponsor of the National Basketball Association (NBA) and it needed an advertisement to excite the fans of the league and get them excited for the new season. Nike took the spot from one of its top rivals in the athletic wear world, Adidas, so they needed to put out a strong front and show people that they were just as good if not better than their competitor. Nike is an extremely well known distributor for athletic wear and sporting goods. In the commercial, Nike uses a fictional person who goes by the name of Donte Grand and is an extremely skilled basketball player. He grows up in the inner-city and does not come from a lot, but he excels in basketball and shows that no matter where you come from, if you want it all, you are going to have to go and get it. Throughout the commercial, he transitions from his front yard to the local outdoor court, to his high school, college, and eventually pro teams where he is playing in the NBA Finals which is the championship with big time Nike sponsored players such as Kevin Durant and Lebron James. The advertisement uses ethos and pathos to help convey its message.

New employees in the career of sports marketing lead by example from some of the most successful products such as the Red Bull energy drink and Skullcandy products. The most efficient way to be successful is to promote products with several sponsors. For example, everyone knows what Red Bull is, a sports drink known for its burst of energy right when we need it. The company has had great success taking a new approach on sponsorship. Conway argues in his article “A Sports Marketing Success Story” that “Red Bull wants to own teams and events. The company has a huge focus on brand management and ownership allows it to completely control how its brand

Nike invested in their brand by getting sports heroes to advertise for their brand such as Michael Jordon, Tiger Woods and the Brazilian football team. This further fuel the products appeal towards the consumers.

In 1996 Coca-Cola began the jump on its competition by sponsoring the Summer Olympic Games. This event was a marketing gift. Not only because it was globally televised, but it also projected the idea of countries coming together to compete, but also promoting sportsmanship, wholesomeness, and goodwill. Additionally, in November the Minute Maid Company, a division of Coke, put forth a campaign aimed to compete in the fruit juice division against Tropicana. These factors coupled with the continued expansion of worldwide operations, helped the soft drink company sell 6 percent more throughout the world, and obtain 43% of the United States

Nike's management's bet on celebrities marketing. These athlete celebrities including Michael Jordan and Tiger Woods had introduced and placed Nike and its