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
Nike uses the “power of our brand, the energy and passion of our people, and the scale of our business to create meaningful change” (Zanger, 2008). For example, Sam McCracken is the manager of Nike’s Native American business program. McCracken and Nike are “aware of the growing health issues facing Native Americans” (http://www.usatoday.com/news/nation/2007-09-26-nike-shoe_N.htm), and designed a shoe specific for this community. In addition to the development of this shoe, Nike is reinvesting the proceeds into healthcare programs geared towards Native Americans. “The company focuses its efforts on core impact areas tied to its long-term growth and innovative strategies” (Zanger, 2008.). Nike creates exciting and innovative campaigns, both for social responsibility and for market share. Nike’s “Just Do It.” Campaign continues their inspiration to sport and creating meaningful change. “"Just Do It" expresses a deep yearning that many of us have ' to succeed, to make our mark on the world. To overcome the fear and procrastination that holds us back. If we "Just Do It," we become heroes” (http://www.wireware.net/default.asp?PID=103). Another example of Nike’s innovative strategies is their team up with Apple, Inc. In September 2007, Nike engaged “runners directly, allowing consumers to meet running partners and track their own results online” (http://www.grokdotcom.com/2007/10/29/action-missing-from-online-ads/). Nike+
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
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
NIKE Inc. has been the worldwide leader of athletic shoe sales for many years now. The company’s successful brand image combined competition and enablement for the competitive, athletic user. Nike has to modify their brand to a focus of excitement and freedom and not just competitiveness. By collecting and studying an assortment of material we could be able to understand where NIKE is currently placed in the athletic shoe industry compared to their competition, and how they will be able to adjust their brand focus so it can be more effective in the future. These adjustments can help NIKE reach the more casual group of urban runners and ultimately increase the sales forecasts, while still controlling a percentage of the market for athletic shoes.
The company has launched the Nike products, which embody a love of sport, discipline, ambition, practice, and other athletic traits.
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
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
Currently, Nike stand as a leading figure in producing high quality sports and fitness equipment and apparels. Bearing just a simple start of selling Japanese imported shoes from a station wagon has transformed
With a slogan of “Just Do It,” Nike is known all over the world for its products ranging from apparel to shoes. Receiving recognition and sponsorship from various celebrities and athletes including Michael Jordan, Nike’s brand is generally associated in a positive light. However, the brand itself, variety of products, and numerous sponsors exist as only a few aspects of this continuously expanding brand. Another aspect to consider when addressing the overall existence of a product as well as the constant introduction of new products is the production process itself: how the product came to be, who is involved in creating the product, and where the product is produced.
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
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.
Nike’s mission statement says, “Nike is the “largest seller of athletic footwear and athletic apparel in the world. Performance and Reliability of shoes, apparel, and equipment, new product development, price, product identity through marketing and promotion, and customer support and service are important aspects of competition in the athletic footwear, apparel, and equipment industry. We believe we are competitive in these areas. The company aims to “lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike, our teammates, our consumers, and those who provide services to Nike.”
Meaningfulness as a brand the meaning of Nike is the “greek goddess of victory”. Likability of the brand the symbol of the brand reminds the minds the sign of ok in addition it is associated with victory and winning. These all have a positive effect on peoples minds. Adaptability is how the brand responds to change nike has changed its logo many times in years which shows how Nike uses adaptability for brand equity. Transferability is the capability of the brand to add new products nike always adds to their portfolio of products they also change their logo according to gender ,product etc. Protectability is the last of these elements which is about protection and legal registration nike has protected their brand elements with the swoosh appearing alongside the trademark “just do it” since
Nike is one of the most recognizable brands in the world. It is not only renown for its high quality athletic apparel but it is also known as one of the best manufacturers and designers for sporty fashion for both the gym and the streets. Nike is among the sole companies that took note that, “Americans are wearing yoga pants, running gear and basketball shoes not just to-and-from the gym, but also around town.” (Fortune). Active wear is suddenly chic. They noticed that Americans find that athletic gear is comfortable after all. Analysts say that the attention manufacturers are making to fabrics and new colors and styles have helped to broaden the category’s appeal. “Active wear is booming, with sales growth exceeding that of the apparel market as a whole, consumers are drawn to its comfort and versatility, and the fact that it still makes a fashion statement.” (NPD analyst Marshal Cohen). Part of Nike’s success in 2015 is because the company altered its marketing strategy, it moved away from a single-slogan approach in favor of a targeted advertising campaign. The company’s social media and Internet based marketing practices and the Nike ID personalization website that allows customers to design their own footwear is one of the few features that makes Nike stand out from the rest. All of this information is provided on ‘Nike Digital Sport’, a part of the company that makes personal performance tracking devices and software that allows the company to obtain user data.