Nike And New Balance : Nike

For years if someone says the phrase “Just Do It” the majority of people realize that the three small words are coined by Nike. The same goes for when someone says Nike in a speech or conversation, people assume that the person means that they should just go ahead and do whatever it was that was being discussed. “Just Do It” is not known by an ample audience because a company tells people to say the phrase or they happened to see it in a magazine. The phrase is well known to people because Nike knows how to appeal to a certain audience. That is how they have transformed into such an enormous athletic company that has reached people globally.

Sports shoes still remains the focus of New Balance and the company has experienced remarkable growth over last 40 years. It especially had

New Balance is privately owned company, which is the second largest footwear manufacture in the United States and the fourth largest footwear manufacture in the world with annual sales in 2008 of $1.61 billion (Veleva, 2010).

Nike is known worldwide for manufacturing and selling performance shoes as well as shoes that have become a part of the world’s most fashion savvy athletes and laymen alike. Nike has a great corporate image and boasts the likes of the wildly popular classics such as the Air Jordan, the Air Max, and the Air Force One shoe. Nike has clearly devoted time, research and energy into its company marketing and branding tactics. The very well know slogan “Just Do It”, has become a household phrase. In this paper, we will look at the integrated marketing communication tactics (IMC) used by Nike. We will analyze their

Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom

One could easily argue that Nike’s success is a direct reflection of their commitment to their celebrity sponsorships, and while New Balance has found a niche by staying clear of these expenses, it could also be a root cause for why they dominate less than eight percent of the market share (Veleva, 2010).

Nike and Under Armour are two of the biggest brands in the active wear industry. Fitness goers of all ages and genders are passionate users of their sports gear and athletic clothes. Two print advertisements from Under Armour and Nike will be analyzed based on the way they use goals to captivate the viewers attention and elicit an emotion to persuade the viewer to buy their athletic wear. In a world that is quickly becoming aware of its health problems consumers are becoming more aware of fitness brands and their advertisements. People are taking an active stand in achieving their fitness aspirations and doing so with the best equipment available. Nike’s famous “Just do it” slogan has been a boost for the company’s reputation and notoriety, by setting it a part from other brands. The two advertisements from Nike and Under Armour are representations of current consumer ambitions towards fitness.

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

Nike has totally changed the sports footwear and sportswear market. Nike's huge selection of merchandise consists of specialized workout equipment, footwear, clothing, accessories and sports components. Nike is among the world's biggest brands and a leader in the sportswear industry because of their advertising, innovative products and sponsorship of top teams and

Nike uses emotional context to appeal to a sports player mind. “Just do it”, Nike’s slogan, is encouraging athletics across the world to go on the field or gym and give it their all. Without seeing or directly experiencing the product, they convey a feeling to the audience to experience what it would be like to use their products. The main purpose of the Nike website is to adapt their audience to this ultra world of sports. Nike gives you the ability to do anything. Nike is a creditable source for quality sport clothing. They have contracts with Professional teams. When addressing counter arguments Nike has made it known to the world that they product the best athletic wear. Since being around from the 1960s Nike have been beating other competitive companies, such as Reebok, Adidas, and Under Armor. Stated by Hoover’s, Nike has 8 billion more total revenue then Adidas. They have been number one in their market for years. They challenge they best competitors, on Nike home page website they have the Jordan Jumpman label. Jordan is he greatest basketball player. With Jordan being with Nike there is no way none for the basketball audience to use a different brand then Nike.

"Just Do It." Just three small words represent so much more to consumers. A growing athletic wear empire that shows no signs of slowing down, Nike is a company that strives on change and innovation. The more trends change, the more creative they become, and more successful and popular the brand gets. The Nike swoosh and the "Just Do It" slogan are globally recognized and cherished.

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.

Most notably, Nike effectively establishes its credibility, which helps the company to sell the viewer more than just what they have to offer. During the advertisement Nike proves to its audience why they have been trusted for years. For decades, Nike has made their franchise the predominant leader in the sporting goods industry. First off, the ad is based around the slogan that has been around for over 25 years: ¨Just do it.¨ It is important that the company assures the viewers´ confidence in purchasing and using the products Nike produces. In an article from USA

As their products are not so different, Nike differentiated itself by creating and marketing well designed athletics and non-athletic footwear and clothing. The company managed to distinguish and establish its products by using a different marketing approach from its competitors and by improving its brand identity and consumer awareness. However, in 2006, its two rivals merged to get a 22% market share while Nike had 36%. The organisation, then, developed a new strategy to get ahead its rivals. They coupled sport icons such as Michal Jordan to endorse the brand and it was such a success that they decided to use Tiger Woods, the no.1 golf player, to introduce its new golf apparel and equipment. The association of a motivational slogan "Just Do It" with athletes that emphasize competition, fitness and sportsmanship, helped the company to position its product on the market as being of high-quality. The advantage Nike has is the competitors' incapacity of replicating its quality products and benefits. Moreover, the company is always trying to introduce new product in the market which help them staying ahead while giving a positive

New Balance International was founded during the early 1990s specializing in orthopedic footware to improve the fit of their shoes. Today the company continues its founding values in a highly specialized niche business of providing athletic footware in a wide range of widths and sizes which distinguishes the product from its competitors. With the philosophy of “one size did not fit all,” New Balance expanded operation from the US and currently markets its product in 160 countries in six continents. New Balance Inc. first appeared in South Africa In 1976 when a Durban based company obtained a license to distribute the brand. Under this distribution plan the company held a very small percentage of