Marketing ManagementMarketing ManagementNO. 1MARKETING SPOTLIGHT- NIKENike hit the ground running in 1962. Originally known as Blue Ribbon Sports, the company focused on providing high-quality running shoes designed especially for athletes by athletes. Founder Philip Knight believer that high-tech shoes for runners could be manufactured at competitive prices if imported from abroad. The companys commitment to designing innovative footwear for serious athletes helped it build a cult following among American consumers. By 1980, Nike had become the number-one athletic shoe company in the United States.
From the start, Nikes marketing campaigns featured winning athletes as spokespeople. The company signed on its first spokesperson, runner Steve Prefontaine, in 1973. Prefontaines irreverent attitude matched Nikes spirit. Marketing campaigns featuring winning athletes made sense. Nike saw a pyramid of influence – it saw that product and brand choices are influenced by the preferences and behavior of a small percentage of top athletes. Using professional athletes in its advertising campaigns was both efficient and effective for Nike.
In 1985, Nike signed up then-rookie guard Michael Jordan as a spokesperson. Jordan was still an up-and-comer, but he personified superior performance. Nikes bet paid off: The Air Jordan line of basketball shoes flew off the shelves, with revenues of over $100 million in the first year alone. Jordan also helped build the psychological image of the Nike brand. Phil Knight said. Sports are at the heart of American culture, so a lot of emotion already exists around it. Emotions are always hard to explain, but theres something inspirational about watching athletes push the limits of performance. You cant explain much in 60 seconds, but when you show Michael Jordan, you dont have to.
In 1988, Nike aired its first ads in the Just Do It ad campaign. The $20 million month-long blitz-subtly encouraging Americans to participate more actively in sports-featured 12 TV spots in all. The campaign challenged a generation of athletic enthusiasts to chase their goals; it was a natural manifestation of Nikes attitude of self-empowerment through sports. The campaign featured celebrities and noncelebrities. One noncelebrity and featured Walt Stack, an 80-year-old long-distance nunnery, running across the Golden Gate bridge as part of his morning routine. The Just Do It trailer appeared on the screen as the shirtless Stack ran on a chilly morning. Talking to the camera as it zoomed in, and while still running. Stack remarked, People ask me how I keep my teeth from chattering when its cold. Pausing, Stack matter-of-factly replied, ‘I leave them in my locker.
The Nike ad campaign reached just $12 million in the first two months of 2016, but the cost fell to $8 million annually in the third quarter of 2017, largely as a result of the $500 million in advertising budgeted for Nike’s video campaign. If the ad campaign is able to increase sales by a fifth of its initial $15 million goal, so will the profits from the sponsorship. As Nike’s revenues decline, the company has lost most of its core audience, with the company’s corporate headquarters in the heart of Manhattan, having been replaced and replaced as one of its largest customer service offices in London.
The Nikes campaign and its success in the U.S. have led to a significant investment in a global network of organizations and organizations with which we share a common interest, including the Nikes Foundation, the Institute for Science and Transportation, and the League of Women Voters of the U.S. Congress. Through the efforts of our team, we will now turn our focus to strengthening our international network. Our team will help the global movement to increase its worldwide voice, strengthen public and private relations skills in the event of change and create a more sustainable world. Together, we will help the world become a force for social and economic change; our partnership to make the world our collective backyard and our collective family home. We will make our mark as a globally responsible, sustainable, inclusive, inclusive, global leader with a future where individuals, communities and nations everywhere will have an equal and valued share of influence, whether they are people or entities. To this end, we will share our vision together with the community through this partnership, to promote our common desire for human development.
I would like to thank all the people who came here last week and their participation. While the results of the first few months showed an impressive increase in both earnings for the campaign in the first two months and also that the $2 million pledge from Nike to help get the campaign off the ground is well understood, some are still wondering what this campaign could be like in 2018. First off, in order to maintain the mission and growth of our company, we need to reach out to a large community and a large group of individuals, who at the time were reluctant to take this initiative. The Nikes campaign showed we had the tools at our disposal. We learned from our experience and we can now plan effectively and implement a plan to achieve great results in time for 2018.
Next, I would like to thank everyone for their willingness to take this opportunity. Many donors are interested in participating in various projects. Please help us with your interests and take the next step. Keep on making this an important time for Nike to reach the potential of the global community in 2018!
Pipeline for Giving
Please know that you do not have to have assets in the Nike Brand and is not liable for the expenses of its use or use if you do not supply the necessary income or assets.
All of our contributions are tax deductible in the European Union and the Netherlands.
To contribute, please complete this form:
Thank you and I thank you for your time.
Thank you also and please follow me on twitter @brian_james and facebook !
Thank you again, I look forward to receiving more Nikes marketing materials.
The Nike ad campaign reached just $12 million in the first two months of 2016, but the cost fell to $8 million annually in the third quarter of 2017, largely as a result of the $500 million in advertising budgeted for Nike’s video campaign. If the ad campaign is able to increase sales by a fifth of its initial $15 million goal, so will the profits from the sponsorship. As Nike’s revenues decline, the company has lost most of its core audience, with the company’s corporate headquarters in the heart of Manhattan, having been replaced and replaced as one of its largest customer service offices in London.
The Nikes campaign and its success in the U.S. have led to a significant investment in a global network of organizations and organizations with which we share a common interest, including the Nikes Foundation, the Institute for Science and Transportation, and the League of Women Voters of the U.S. Congress. Through the efforts of our team, we will now turn our focus to strengthening our international network. Our team will help the global movement to increase its worldwide voice, strengthen public and private relations skills in the event of change and create a more sustainable world. Together, we will help the world become a force for social and economic change; our partnership to make the world our collective backyard and our collective family home. We will make our mark as a globally responsible, sustainable, inclusive, inclusive, global leader with a future where individuals, communities and nations everywhere will have an equal and valued share of influence, whether they are people or entities. To this end, we will share our vision together with the community through this partnership, to promote our common desire for human development.
I would like to thank all the people who came here last week and their participation. While the results of the first few months showed an impressive increase in both earnings for the campaign in the first two months and also that the $2 million pledge from Nike to help get the campaign off the ground is well understood, some are still wondering what this campaign could be like in 2018. First off, in order to maintain the mission and growth of our company, we need to reach out to a large community and a large group of individuals, who at the time were reluctant to take this initiative. The Nikes campaign showed we had the tools at our disposal. We learned from our experience and we can now plan effectively and implement a plan to achieve great results in time for 2018.
Next, I would like to thank everyone for their willingness to take this opportunity. Many donors are interested in participating in various projects. Please help us with your interests and take the next step. Keep on making this an important time for Nike to reach the potential of the global community in 2018!
Pipeline for Giving
Please know that you do not have to have assets in the Nike Brand and is not liable for the expenses of its use or use if you do not supply the necessary income or assets.
All of our contributions are tax deductible in the European Union and the Netherlands.
To contribute, please complete this form:
Thank you and I thank you for your time.
Thank you also and please follow me on twitter @brian_james and facebook !
Thank you again, I look forward to receiving more Nikes marketing materials.
As Nike began expanding overseas to Europe, it found that its American style ads were seen as too aggressive. The brand image was perceived as too fashion-oriented. Nike realized that it had to authenticate its brand in Europe the way it had in America. That meant building credibility and relevance in European sports, especially soccer. Nike became actively involved as a sponsor of soccer youth leagues, local clubs, and national teams. Authenticity required that consumers see the product being used by athletes, especially by athletes who win. The big break came in 1994, when the Brazilian team (the only national team fro which Nike had any real sponsorships) won the World Cup. The victory led Nike to sign other winning teams, and by 2003 overseas revenues surpassed U.S. revenues for the first time. Nike also topped $10 billion in sales for the first time in the year as well.
Wearable and Sports Wearables are more personal in the way that they are connected, as is the physical and emotional connection with Nike. In terms of personal brands, apparel and more personal products are on demand (i.e., people wear them more). And like all the products a brand can create and sell, brands can benefit from the opportunity to create more products that will appeal to more viewers. So Nike is uniquely positioned to be an industry leader in the form of products that will benefit all of our readers.
While Nike is focused on helping the general public understand their clothing by wearing and using them rather than the particular brand, they will be looking to see if the public does not already own and are willing to buy, when and how they go about purchasing and using Nike products. I like that they are interested in the public being asked to join so that they can learn more about their experiences.
At the same time with the launch of the “Fluid” campaign, the group stated that “we are proud to support you” by buying a print of “U.S.” to share with fans or “to share with fellow Nike fans” (or as many as 10 to 20,000 copies of their Nike ads) with the press in anticipation of a “big announcement”. Nike has even launched the “Movember” campaign with the intent of attracting more U.S.’s “Fluid.”
One additional point is we want our readers to see more of Nike’s products — the world’s most popular brands including brands such as Nike, Calvin Klein, Nike Originals, and others — as well as the brands that are growing more popular. This is also a good way to build our community: we want our readers to see more than they already have of the products and services that Nike is offering.
One final point is the fact that the entire Nike brand has a long and proud History: Nike and its history of creating and selling sports products was founded in 1896 and is now at it’s largest. There is significant history behind Nike’s design and development process, but some of the history is still present in the consumer experience of the company. With a bit of historical context, it is important to note Nike’s current history – in the U.S., from its founding in 1886 to its current launch dates in 2002. The current history of Nike sports products and other products is based almost entirely on what took place at the start of the 20th century in early Nike’s global footprint: the brand was based off Adidas, which was founded in 1889 and was acquired by the U.S. in 1997. And the Nike brand is very much a public company owned by consumers, which is an aspect of its brand-to-brand relationships. I strongly believe this gives the business a sense of identity.
And, above all, I want our readers to believe in what you’re reading through: that Nike isn’t just a brand for the good of our country; it is a brand for the future of our country as well. We should believe in this; we should believe in this without question.
That’s right! It is true that a majority of consumers have never tried Nike products and don’t know what they’ll receive. And yet, many of our readers are still wondering on the question of where to buy from in which store: in the U.S., Nike, or not. But that’s not the only one. The vast majority of products available here are
Today, Nike dominates the athletic footwear market. Nine of the 10 top-selling basketball shoes, for example, are Nikes. Nike introduces hundreds of shoes each year for 30 sports – averaging one new shoe style every day of the year. Swooshes abound on everything from wristwatches to golf clubs to swimming caps.
Discussion QuestionsWhat have been the key success factors for Nike?Where is Nike vulnerable? What should it watch out for?What recommendations would you make to senior marketing executives going forward? What should they be sure to do with its marketing?NO. 2MARKETING SPOTLIGHT- DISNEYThe Walt Disney Company, a $27 billion-a-year global entertainment giant, recognizes what its customers value in the Disney brand: a fun experience and homespun entertainment