Aside from athletes, Nike has aligned with some of the most influential celebrities, which has helped cement the brand with people who are more interested in style than sport.
Rap megastar Travis Scott, for instance, has created collaborations with the Swoosh that sold out almost instantly, and Nike has seen similar success with musicians G-Dragon, Skepta, Kendrick Lamar and others. Through thoughtful and compelling ads and campaigns, the brand has delivered messages that have stood the test of time — and it continues to do so. The narrator thinks he knows what these athletes should be doing, but they push beyond what he expects and he wants to restrain them.
All of the athletic market leaders have an iconic silhouette in their catalog. Some have legendary looks in multiple categories. But saying Nike has the most classic sneakers across multiple categories is an easy argument to make.
Another somewhat easy argument to make is that Nike owns the most iconic sneaker of all time: the Air Force 1. The court-ready basketball shoe turned lifestyle look debuted in and is arguably more popular today than ever — most notably the all-white low. Building that relationship requires a brand with a personality and advertising.
Personality is the difference between the surrogate monkey parent and the real thing: the surrogate might have the nutriment, but everything else is missing, and the relationship never forms. In the business world, brand-building creates the personality that allows people to bond. The Nike brand, for instance, is very complex. Advertising creates the environment for the relationship.
To me, it takes the place of the human contact we once had as consumers. In the beginning, people had relationships with the shopkeeper, and any advertising simply supplemented that relationship. Today things are so complex that advertising needs to embody that relationship by making contact in more than a superficial way.
The process of creating brands and relationships is also the process by which you create the values our culture operates on, so it has a huge ethical component. The ethical dimension makes our work seem like much more than the movement of goods and services. And it can be scary. I remember sitting here one night with campaigns spread out all over the place getting ready to present to Nike the next morning. I realized then what a big, big stage this is and how important it is to be responsible for what goes on here.
Being provocative is ultimately more important than being pleasant. Our awareness of the ethical issues is also a factor in the positive response to Nike ads. The general public can sense when something is destructive or at least not very positive.
Tennis is another good example. We have a very focused category that has been built around the personalities of John McEnroe and Andre Agassi. We created the Challenge Court Collection—very young, very anti-country club, very rebellious—and we became the number one selling tennis category in the world.
So instead of diluting what Challenge Court stood for, we created a second category within the tennis framework called Supreme Court, which is more toned down.
Each of those categories stands for something distinct. Have you exhausted the list of things that fit under the Nike umbrella? The core consumer in fitness is a little different from the core consumer in sports. Fitness activities tend to be individual pursuits—things like hiking, bicycling, weight-lifting, and wind surfing.
And even within the fitness category, there are important differences. We found that men do fitness activities because they want to be stronger or live longer or get their heart rate or blood pressure down. Their objectives are rather limited.
But in , we acquired Cole-Haan, a maker of dress shoes and accessories. Cole-Haan is part of Nike, Inc. In fact, when people talk about Nike, the TV ads are practically all they want to talk about. But we became a billion dollar company without television. Our first TV campaign was for Visible Air, which was a line of shoes with transparent material along the midsole so consumers could see the air-cushioning technology.
Having gone through the painful experience of laying people off and cutting overhead in the mids, we wanted the message about our new line of shoes to hit with a punch, and that really dictated TV advertising.
The Visible Air launch was a critical moment for a couple of reasons. Visible Air was a hugely complex product whose components were made in three different countries, and nobody knew if it would come together. Production, marketing, and sales were all fighting with each other, and we were using TV advertising for the first time. There was tension all the way around. We launched the product with the Revolution campaign, using the Beatles song. We wanted to communicate not just a radical departure in shoes but a revolution in the way Americans felt about fitness, exercise, and wellness.
The ads were a tremendous hit, and Nike Air became the standard for the industry immediately thereafter. There are 50 different competitors in the athletic shoe business. Why do people get married—or do anything? Because of emotional ties. That approach distinguishes us from a lot of other companies, including Reebok. Our advertising tries to link consumers to the Nike brand through the emotions of sports and fitness.
We show competition, determination, achievement, fun, and even the spiritual rewards of participating in those activities. By doing new things. Innovation is part of our heritage, but it also happens to be good marketing. We saw the company as having a great competitive advantage because we had a great product at a great price.
And it worked a little bit. But what really made things pop was when we innovated with the product. We need a way of making sure people hear our message through all the clutter. Bo Jackson and Michael Jordan stand for different things. Characterizing them accurately and tying them to products the athletes really use can be very powerful.
We test the concepts beforehand, but we believe that the only way to know if an ad works is to run it and gauge the response. Although some of the calls will be negative, complaints tend to be in the great minority.
Our basic philosophy is the same throughout the business: take a chance and learn from it. What are some of the risks? The Hare Jordan, Air Jordan commercial that aired during the Super Bowl represented a big risk from both a financial and a marketing standpoint. It showed Michael Jordan teaming up on the basketball court with Bugs Bunny.
It could have been too silly or just plain dumb. The only criticism we got was from the National Stutterers Association for using Porky Pig at the end. Humor is always a risky business. Take our advertising to women. We produced some ads in that we thought were very funny but many women found insulting.
They were too hard edged. We got so many complaints that we spent three or four years trying to understand what motivates women to participate in sports and fitness.
We did numerous focus groups and spent hundreds of hours on tennis courts, in gyms, and at aerobics studios listening to women. Those efforts paid off in our recent Dialogue campaign, which is a print campaign that is very personal.
The text and images try to empathize and inspire. Even there it was risky to use such an intimate voice in the ads, but it worked.
The campaign to launch the Air running shoe comes to mind. The advertising agency was working with seven directors from around the world and trying to translate words into all those different languages. Most Nike shoe models are made out of a lightweight, breathable combination of plastic, ethylene-vinyl acetate EVA foam and mesh fabric. Nike is good at lots of things: manufacturing high quality and good-looking shoes; designing fashion or professional apparels; sponsoring lots of sports teams; and making tons of money.
There is no company doing branding like Nike. Nike dominates the sports gear industry because of their brilliant branding strategies. In , the company would become Nike Inc. As the years passed, Nike introduced a bevy of innovative sneakers to the marketplace, attracted the biggest names in sports to endorse the brand and dominated the athletic footwear industry from its headquarters in Beaverton, Ore.
Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world, just behind Nike, with nearly 20 billion euros in annual revenue and a brand value of approximately In addition to the Nike and Jordan brands, our wholly-owned subsidiaries include Cole Haan luxury shoes, handbags, accessories and coats ; Converse athletic and lifestyle footwear, apparel and accessories ; Hurley action sports and youth lifestyle footwear, apparel and accessories ; Nike Golf, and Umbro a leading ….
Nike has contracted with more than shops around the world and has offices located in 45 countries outside the United States. Begin typing your search term above and press enter to search. For example, Nike launched their website before their competitors: Foot Locker launched and Adidas launched website. This is 7 years ahead of Adidas. It also is noted that it can be reflected in the website sale results - Nike in had more than four times the sale than Adidas. Nike also tries to stay ahead of their competitors with their advancements in the technology in their products i.
Staying ahead of your competition requires great strategy. Nike is a master at this. If you are looking to do the same, consider completing a strategy canvas for your competitive landscape.
There are various articles that suggest Nike has emotional branding which plays on the idea of heroism you the consumer being able to find your strength and greatness.
It is noted that they tell stories of the struggle and perseverance of an individual whether professional or average-day citizen that is combating an "internal villain" thoughts we struggle in our mind - i. Nike was criticized for not being an Olympic sponsor in , but investing in sponsorships of athletes and a Nike Centre right outside the athletic village, which upset competitors like Adidas who spent over 50 million dollars to become an official sponsor.
Nike did a variety of creative marketing techniques that would suggest Olympics, but never mention it in the advertisement. See below for the chart comparison of Nike and their competitors. Yet, even though they are not necessarily the sponsors, Nike finds unique ways to showcase their brand. Nike experienced negative attention as a result of the FIFA scandal in Below you can see an image of three major companies and how the brand suffered from the scandal.
The scandal included bribery and drug-related allegations. Nike established a contract with NFL in for five years.
In , Nike added 3 more years with NFL without an auction, which some would say was a very beneficial move for the company. Adidas gave up their connection with the NBA for apparel and jerseys in Nike is introducing a first for NBA, as previously there has not been a company's logo on the uniforms.
Nike has also shifted from not only targeting the elite sector of athletes but allowing consumers to explore their inner athlete - to become fit and healthy with Nike's products. You can see this shift in how Nike has a saying that "if you have a body, you are an athlete. Here is a screenshot of the Nike Instagram Account - You can see a mixture of photos and videos with over million views on the videos and thousands of likes and comments.
Screenshot from one of Nike's videos on their Facebook page. As you can see there have been over 6. Here is a screenshot and an example of Nike's Twitter page. There are over 7 million followers of the end of June Nike was the first sportswear brand to be upfront with the public about who they are using for their contracted factories.
This occurred in and it helped redeem the negative attention they received prior. It is noted that Bill Bowerman can be linked to the jogging craze that occurred in the late s and s.
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