Essay on Promotion of Nike vs. Adidas

1745 Words7 Pages
PROMOTION!

NIKE
Nike is the world's #1 manufacturer and marketer of athletic footwear and apparel. Almost out of the blue, the company established itself as one of the world's most familiar brands during the 1980s and 1990s.and now 2000s. As familiar as a Coke bottle or Big Mac, the Nike "swoosh" logo came to symbolize not just sports culture, but street culture, as the appeal of the star players who endorsed the brand was carried onto city streets. Nike is undisputed leader in sports-oriented street wear. “Advertising Age estimated global measured advertising expenditure of $308 million in 2006, making Nike the world's #89 advertiser (http://www.mind-advertising.com/us/nike_us.htm).”
Nike has been using the same logo ever since
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Nike’s Air Jordan shoe was the best selling and most popular basketball shoe on the market. The Air Jordan shoe reached a point in the mid-nineties. According to Donald R. Katz, when a small picture of Michael Jordan at practice wearing different shoes sparked a booming inquiry all over Chicago. One store alone received over 300 phone calls asking if they had the shoes in stock.
From the popularity of the Air Jordan, and innovative styles and colors of Nike, a sub-culture of shoe collectors was born. These people search miles and miles and often camp out for these Limited Edition shoes. Nike, knowing that this market exists, will make very limited release of some special shoes known as quick strike or hyper strike editions to cater to this group. These shoes include retro version of styles, the 360 Hybrids, Paul Rodriguez, Rejuvenations, Clerk packs, and many more. Because theses shoes are released in limited quantities and the demand is so high, Nike can sell these shoes at enormous profits.
Nike CEO Phil Knight is not slowing down as he continually signs new colleges on as Nike endorsed schools, current and up in coming star athletes. Nike has reached a point where they can count on the Nike name promoting itself, Nike believes, “If you have a body, you are an athlete.” And as long as there are

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