Marketing Communications Campaign of Nike Football Shoes Essay

Nike, one of the top listed shoe companies in the current world, begun their business in 1962. (Reynolds) The company focused on high-quality running shoes designed especially for the athletes. They have been able to establish a huge customer market all over the world through their quality products and strong marketing concepts. They run their marketing by using top athletes in their advertisement all over

Nike is the leading and yet renowned supplier of athletic apparel and shoes. The company controls close to 33% of the global athletic shoe market (Dogiamis & Vijayashanker,2009).Nike was founded by Bill Power and Phil Knight in 1962 as a Blue Ribbon Support and then was later on renamed to Nike in the year 1968 (Patrow,2003).The company supplies very high quality product in close to 100 countries with major markets being located in the U.S,U,K, Asia Pacific as well as in the Americas. The company has managed to attain its lead and legendary position via the application of innovative and yet attractive product design which is backed by quality production as well as well crafted marketing strategies.

Nike was founded in the year 1964 as blue ribbon sports and was first operated by a japanese shoemaker called Onitsuka tiger. The brand became officially nike in 1971. The brand was created by Bill Bowerman and Phil Knight. The brand started to become bigger. In 1979 nike introduced Nike-Air cushioning to their shoes. In 1985 a young NBA rookie of the year signs with Nike. Air Jordan was born. That helped Nike really start to make money.

Before Nike, Nike shoes were sold in Blue Ribbon Sports. The first Nike shoe was inspired by waffles. Bowerman took a quick glance at the waffle iron while his wife was making waffles. Bowerman thought the rubber mold from the iron would be good for the shoe. Bowerman wanted lighter and faster shoes for his team.

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.

Nike has revolutionized the way sportswear is sold and worn in today’s economy. They have found a way to sell gear that is made for athletics but is used in the everyday life of many generations. Nike has changed the social culture of many people. This is done through various methods of endorsements. Nike has perfected the art of advertising by finding the right formula of different ad styles.

Nike has also grown its brand through celebrity endorsements. It spends a great deal of money sponsoring athletes, but it pays for itself tenfold. By endorsing influential celebrities and elite athletes, Nike is aligning itself with greatness while also empowering the consumer. As stated before, Nike customers aspire to be like the athletes they see in the commercials. They hope that by wearing Nike products they can achieve the same level of athleticism as their favorite athlete. You can even take it a step further and say the association between Nike and its prestigious athletes makes

Nike, Inc. is a world’s leading supplier and a major manufacturer of athletic shoes and sports apparel. It was founded on January 25th, 1964 as Blue Ribbon Sports by Philip Knight and Bill Bowerman. It officially became Nike, Inc. in 1978. Currently their brands include Nike Golf, Nike Pro, Nike+, Air Jordan and Nike Skateboarding, while their subsidiaries are Cole Haan, Hurley International, Umbro and Converse. During this stage, the Nike brand has become so strong as to place it in the list of recession-proof consumer branded giants, in the company of Coca-Cola, Gillette and Proctor & Gamble.

In 1964, a company named “Blue Ribbon Sports” was founded by a track coach, Bill Bowerman, and one of his runners, Phil Knight. Bowerman wanted a lighter and more durable shoe for his runners. So one day, Bowerman created a waffle-like pattern on the sole of trainers to help athletes grip running tracks using his wife’s waffle iron. For a while, these new shoes were sold and distributed from Phil Knight’s car trunk. In 1971 In 1971, the company “Blue Ribbon Sports” was now named “Nike”. Nike was named by an employee and means “the goddess of victory”. The logo was created by Carolyn Davidson, also in 1971. Nike Swoosh introduced their first shoe in 1972. Throughout the 70s and early 80s, Nike revenue steadily arose going from $28.7 million in 1973 to $287 million in 1983. A special year in history for the company, in 1984, Nike was able to offer, convince, and sign rising basketball star Michael Jordan.

     In order to create this shoe, Nike must implement the following actions. To begin with, funding to research and development must be increased to ensure that the technology employed in the chips and shoes will exceed that of Adidas. Next, Nike will need to allocate a certain amount of space in each of its main production plants in order to gear up for a mass rollout of the new product. Also, the product must be tested to ensure quality and safety. Another beneficial step is to offer a limited introduction of the product to a small test market to gauge customer satisfaction. The next step is to use Nike¡¯s strength in promotion to attract a top track star to endorse the new running shoe. Nike must use their celebrity endorsement along with an aggressive advertising campaign comprised of television, radio,

Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.

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.

The company I am presenting is Nike which was founded in 1965 by the athlete Phil Knight. Nike is a well known brand which is selling its products worldwide and has 36% of the market share.

The sportswear industry is very price sensitive and most competitors prices are about the same. Nike sells its products in Nike shops and the selling of its products direct to the consumers conflicts with other resellers of the brand. Most of Nike’s earnings are derived from selling into retailers.

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.