NIKE

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NIKE

• Aaron Azzarito
• Kristian Patterson
• Rick Kladis

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Brief Marketing History

• - Nike has always spent more than double what it
  spends on advertisements for Promotions
• Focus is on creating a fitness culture which
  will naturally lead to company success
• Goal is to give a sense of belonging to
  customers
• Nike doesnt fit into a culture, it creates one
• We are a marketing company, our product is our
  marketing tool. -Phil Knight Founder

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Social Influences

• -Team Jordan -

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• Team Jordan
• Ray Allen
• Derek Anderson
• Carmelo Anthony
• Mike Bibby
• Michael Finley
• Eddie George
• Ahman Green
• Marvin Harrison
• Derek Jeter
• Eddie Jones
• Andrew Jones
• Roy Jones Jr.
• Michael Jordan
• Jason Kidd
• Randy Moss
• Terrell Owens
• Gary Payton
• Quintin Richardson

• Qualifications
• Proven themselves in selected sports
• Leaders who let their talent speak for them
• Play with unrivalled passion
• Part of a team and the community

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Celebrity Image

• Michael is the most recognizable athlete in the
  world
• Nike uses this to sell merchandise, attract high
  profile athletes, and gain market share
• Jordan Campaign was a main factor in the rise of
  Nike
• Jordans image overshadowed all negatives
  associated with Nike

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• Using celebrities to sell products has been an
  effective advertising strategy for years
• In the 80s Michael Jordan revolutionized the way
  shoes were sold
• In March 1985, the Air Jordan Is were put on the
  market Today there are 18 versions with numerous
  variations
• The Jordan line of basketball shoes has been the
  most popular shoe line in history

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• Jordan Commercials
• Jordan Commercials
• 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.

-Phil Knight
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• Persuasion
• Use peripheral image of Michael Jordan to
  stimulate a response from an otherwise passive
  audience
• Attitudes
• People have a positive attitude toward Michael
  Jordan and it reflects onto Nike
• Michaels the best, Nike must be the best
• Social Influence
• Nike reduces the gap between star athletes and
  everyone else
• I wanna be like Mike

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• -Nike Sports Camps-

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• Nike hosts over 500 sports camps every year
• Over 20,000 participants involved annually
• Nike offers camps for 16 sports
• - Tennis - Softball
• - Golf - Running
• - Soccer - Baseball
• - Volleyball - Ice Hockey
• - Field Hockey - Rowing
• - Swimming - Water Polo
• - Basketball - Football
• - Lacrosse - Surfing

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• Gives exposure
• Increases consumer contact with a stimulus
• Nike is able to profit and advertise at the same
  time
• Give Nike a good reputation with the community
• Participants are mostly young and still
  developing brand loyalty

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• Persuasion
• Sports camps turn developing athletes into
  developing customers
• Young participants are easily influenced
• The kids become messengers.
• - Attitudes
• Successful camps result in positive attitudes
  toward Nike by participants
• Social Influence
• Gives opportunity to the community

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- Trademarks -
Just Do It
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Regional and Ethnic Influences

• The Nike swoosh is one of the most recognized
  logos in the world.
• Created in 1971
• Phil Knight purchased it as something to put on
  a shoe for 35.00
• I dont love it, but I think it will grow on
  us.
• Represents the wing of the Greek Goddess Nike

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Just Do It

• Represented activities, not just sports
• Gave the brand an attitude
• Huge economic affects
• In 10 years after launch, revenues rose from 877
  million in 9.2 billion worldwide

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Nike in the U.S.

• Persuasion
• Persuades people to get active
• Makes brand stand apart from others
• Effective! 80 of sold shoes are not used for
  the activity they were designed for
• Attitudes
• Symbolizes cool
• Just Do It gives attitude that people can do
  anything they desire
• Social Influence
• Influenced American Fitness Phase
• Beginning of gyms, fitness clubs, etc.

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