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NIKE: Associating Athletes, Performance, and the Brand

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Hina Brohi , Rizwan Raheem Ahmed , Arslan Hussain Bhutto , Rabel khubchandani

This report is all about to show a Marketing plan for Nike’s products; with reference to older offerings the report shows the plan that how can Nike offer new products in the market. With respect to this the report contains comprehensive marketing plan components including company analysis (Nike’s current and future status), situation or market analysis and competitors analysis; the report shows the Nike’s objectives and marketing strategies in terms of its 4ps that is it is shown that Nike can offer and increase its product range by offering other related products as aerobic products to its customers and set value-based pricing strategy accordingly, and for new offerings it can increase its other media other than commercials that is it can focus more on social media to promote its new products and it may expand its business in other countries as China, Middle-East etc. Beside this, the financial budget of this marketing plan has been discussed which is been forecasted by reviewing Nike’s previous years revenue and marketing expenses figures. Also execution plan as well as contingency plan has been shown which is thoroughly depends upon Nike’s senior management and team work which would make its objectives possible new offerings.

Vanessa Spindig

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Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia

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This study aims to examine the uniqueness of the corporate communication carried out by Nike when the well-known brand competes to sign a contract with athletes who reach their peak performance to promote its apparel. However, Nike signs contracts with players when they are still rising stars and then leaves them. Nike does something that well-known brands do not usually do. Normally, they compete to attract stars who are in their golden age. This research was conducted using a qualitative approach through case study research. The materials of this research were obtained by conducting a literature review, matters related to the Nike author's boredom collected from various sources, and reviewed using corporate communication logic. The results of this study indicate that Nike's steps are aimed at creating a new impression without leaving the old self-image.

Fariaz Fahad

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... Nike provided software tools for local soccer teams and professional leagues to co-design and customize the soccer shoe. ... The company soon recognized that competition for advantage in the sneaker market had shifted to creating value through experiences. ...

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Strategy is about the most crucial and key issues for the future of organizations. Strategy is also important to explore several strategic options, investigating each one carefully before making strategic choices. The study incorporates a rigorous and systematic effort to uncover the strategies and its impact on the company’s performance by analysing case studies, articles and the annual report of Nike Inc. and Adidas Inc. The study attempts to find out the relevance of the strategies adopted by these companies, which are globally successful athletic apparel companies in the context of Bahrain. The findings of the study highlight Nike’s strategies which focus on innovation and emphasis on its research and development department, provision of premium pricing for its customers, broad differentiation strategy, market Segmentation Strategy and Closed-Loop strategy. The Adidas strategies focus on the broad differentiation, innovation, trying to produce new products, services and processe...

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Case Study | Nike And The Sense Of Having A Brand Mantra

Case Study | Nike And The Sense Of Having A Brand Mantra 2 min read

A brand with a keen sense of what it represents to consumers is Nike . Nike has a rich set of associations with consumers, revolving around such considerations as its innovative product designs, its sponsorships of top athletes, its award-winning advertising, its competitive drive, and its irreverent attitude.

Internally, Nike marketers adopted a three-word brand mantra of “ authentic athletic performance ” to guide their marketing efforts. Thus, in Nike’s eyes, its entire marketing program—its products and how they are sold—must reflect the key brand values conveyed by the brand mantra.

Nike’s brand mantra has had profound implications for its marketing. In the words of ex-Nike marketing gurus Scott Bedbury and Jerome Conlon, the brand mantra provided the “intellectual guard rails” to keep the brand moving in the right direction and to make sure it did not get off track somehow.

Nike’s brand mantra has even affected product development. Over the years, Nike has expanded its brand meaning from “running shoes” to “athletic shoes” to “athletic shoes and apparel” to “all things associated with athletics (including equipment).”

Also Read: Coca-Cola Learned Branding Lesson The Hard Way

Each step of the way, however, it has been guided by its “authentic athletic performance” brand mantra. For example, as Nike rolled out its successful apparel line, one important hurdle for the products was that they should be innovative enough through material, cut, or design to truly benefit top athletes. The revolutionary moisture-wicking technology of their Dri-Fit apparel line left athletes drier and more comfortable as they sweat. At the same time, the company has been careful to avoid using the Nike name to brand products that did not fit with the brand mantra, like casual “brown” shoes.

When Nike has experienced problems with its marketing program, they have often been a result of its failure to figure out how to translate its brand mantra to the marketing challenge at hand. For example, in going to Europe, Nike experienced several false starts until realizing that “authentic athletic performance” has a different meaning over there and, in particular, has to involve soccer in a major way. Similarly, Nike stumbled in developing its All Conditions Gear (ACG) outdoors shoes and clothing sub-brand, which attempted to translate its brand mantra into a less competitive arena.

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Case study: A review of how Nike’s ‘Just Do It’ campaign transformed their brand

backlinkworks
Writing Articles & Reviews
October 19, 2023

The Nike ‘Just Do IT ‘ campaign is one of the most iconic and influential advertising campaigns in history. Launched in 1988, IT has transformed Nike from a struggling athletic footwear company into one of the most recognized brands globally. The campaign’s success lies in its ability to resonate with consumers, promote the brand’s values, and drive significant business growth.

The Birth of ‘Just Do IT ‘

In the late 1980s, Nike faced tough competition from Reebok, which had secured a dominant position in the market. Nike needed a game-changer – an advertising campaign that could revitalize the brand and ignite growth. Enter ‘Just Do IT .’ Created by Nike’s advertising agency, Wieden+Kennedy, the campaign aimed to inspire consumers to embrace their athletic potential and push past their limits.

The Emotion Behind the Slogan

‘Just Do IT ‘ tapped into the deepest emotions of individuals, encouraging them to go after their goals and dreams. The simple yet powerful slogan embodied the essence of Nike’s brand identity – a commitment to sports, competitiveness, and personal achievement. IT became a rallying cry for athletes and non-athletes alike, uniting them under a shared belief in the power of pursuing greatness.

Impact on Nike’s Brand Perception

The ‘Just Do IT ‘ campaign had an unprecedented impact on Nike’s brand perception. Prior to the campaign, Nike was seen primarily as a performance athletic footwear brand. However, by associating ‘Just Do IT ‘ with a broader message of empowerment and accomplishment, Nike successfully transformed its brand image.

The campaign positioned Nike as a brand that stood for more than just selling athletic shoes; IT embodied a lifestyle – one that encouraged people to push their limits, overcome obstacles, and embrace their true potential. This shift helped Nike appeal to a much wider audience, including both serious athletes and casual sports enthusiasts.

Sustained Success and Business Growth

Since the launch of ‘Just Do IT ,’ Nike’s success has skyrocketed. The campaign not only resonated with consumers but also resonated with Nike’s sales. Within just ten years, Nike’s sales tripled from $877 million to over $9.2 billion.

The ‘Just Do IT ‘ campaign assumed a life of its own, becoming a cultural phenomenon. Its impact extended far beyond advertising to influence various aspects of popular culture, including music, art, and film. IT propelled Nike to become a global leader in the athletic footwear and apparel industry, solidifying its position as an aspirational brand.

Frequently Asked Questions

Q: How did Nike come up with the ‘Just Do IT ‘ slogan?

A: The ‘Just Do IT ‘ slogan was created by the advertising agency Wieden+Kennedy, during a brainstorming session. The agency’s co-founder, Dan Wieden, was inspired by the final words of convicted murderer Gary Gilmore before his execution, “Let’s do IT .” The tagline was rephrased as ‘Just Do IT ‘ to make IT more grammatically appropriate and memorable.

Q: How did the ‘Just Do IT ‘ campaign change Nike’s brand identity?

A: The ‘Just Do IT ‘ campaign broadened Nike’s brand identity by shifting its focus from being solely a performance athletic footwear brand to one that also embraced a lifestyle of empowerment and achieving one’s goals. IT positioned Nike as a brand that stood for more than just products; IT stood for determination, ambition, and inspiring individuals to believe in themselves.

Q: Did the success of the campaign impact Nike’s competitors?

A: Absolutely. The overwhelming success of the ‘Just Do IT ‘ campaign forced Nike’s competitors to reevaluate their marketing strategies. The campaign’s emotional resonance and universal appeal challenged rival brands to connect with consumers on a deeper level. IT set a new standard for sports marketing and influenced the industry as a whole.

The Nike ‘Just Do IT ‘ campaign has left an indelible mark on both the advertising industry and popular culture. By embodying the core values of determination, empowerment, and personal achievement, IT transformed Nike’s brand identity, broadened its appeal, and fueled significant business growth. Three simple words became a mantra for athletes and dreamers alike, propelling Nike to the forefront of the athletic footwear market and forever cementing its place in marketing history.

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Nike: An Innovation Journey

First Online: 29 November 2017

Cite this chapter

Michelle Childs 5 &
Byoungho Jin 6

Part of the book series: Palgrave Studies in Practice: Global Fashion Brand Management ((PSP:GFBM))

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Nike is an American multinational company that has evolved to become a global leader in athletic wear with annual sales exceeding $21 billion in 2016, more than half of which is attributed to international markets. Since its inception in 1964, Nike has been an innovation leader in product development, marketing and consumer experience. Due to a dedication to continuous innovation, Nike has been able to sustain a competitive advantage within the athletic apparel and footwear marketplace. This case highlights key points in Nike’s journey of innovation and examines how Nike has successfully emerged as a global champion within the athletic wear industry. Based on these analyzed strategies, this case provides implications that are relevant for practitioners and academics.

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Childs, M., Jin, B. (2018). Nike: An Innovation Journey. In: Jin, B., Cedrola, E. (eds) Product Innovation in the Global Fashion Industry. Palgrave Studies in Practice: Global Fashion Brand Management . Palgrave Pivot, New York. https://doi.org/10.1057/978-1-137-52349-5_4

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Case Study | Inside Nike’s Radical Direct-to-Consumer Strategy

Inside Nike's Radical Direct-to-Consumer Strategy Case Study

Chantal Fernandez

In October 2020, in the middle of a global pandemic that had infected 188 countries, causing record sales damage across the retail sector, Nike’s share price hit an all-time high.

Like other retailers, Nike had been forced to close most of its network of more than 900 stores across the world, as had its key wholesale partners like Nordstrom and Foot Locker.

But the American sportswear giant’s performance during the pandemic, when its online sales spiked, signalled to many that Nike had the competency to prosper long term, in a future that will be increasingly defined by e-commerce and digital brand connections.

It was a validation of a strategy that Nike prioritised three years ago, dubbing it “Consumer Direct Offense,” but the seeds of the approach go back almost a decade.

Above all, Nike is a marketing company. It doesn’t just sell sneakers; it sells the brand aspiration that imbues those sneakers with meaning. But to achieve the reach required to scale its business, Nike’s distribution strategy had long-relied on third-party retailers to sell its products, even if the consumer experience offered by those partners diluted its brand.

But in a future increasingly defined by e-commerce, fast-moving trends and, above all, the rising power of branding to drive consumer preference when competitors are just a click away, Nike realised that in order to thrive, it needed to take control of its distribution to better manage its brand and deepen its connection with consumers.

It was definitely architecting a new retail, and a bold, retail vision for Nike.

Such an evolution is easier said than done, especially for a business as large as Nike in a category as competitive as sportswear. But by radically cutting back on its wholesale distribution and raising the bar for brand experience with the third-party partners that remained; expanding its focus on content, community and customisation to keep customers close; investing in its data analytics and logistics capabilities; and rethinking the role of the store as a brand stage, Nike drove a veritable direct-to-consumer revolution.

When the pandemic hit, these shifts went into overdrive.

“It was definitely architecting a new retail, and a bold, retail vision for Nike,” said Heidi O’Neill, Nike’s president of consumer and marketplace, and one of the most prominent executives leading the brand’s new strategy in recent years. “But it started with our consumer, and we knew that consumers wanted a more direct relationship with us today.”

In this case study, BoF breaks down Nike’s pioneering direct-to consumer strategy and how it has worked to the brand’s advantage, propelling its share price to new heights during the global crisis of 2020.

Click below to read the case study now.

Mark Parker
John Donahoe
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The case is set in January 2020 and the case protagonist is John Donahoe, Nike's new CEO. Nike is the largest company worldwide in the athletic footwear, apparel, and equipment business. The case…

Length: 16 page(s)
Publication Date: Oct 26, 2019
Discipline: Strategy
Product #: MH0060-PDF-ENG

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The case is set in January 2020 and the case protagonist is John Donahoe, Nike's new CEO. Nike is the largest company worldwide in the athletic footwear, apparel, and equipment business. The case focuses on the challenges Donahoe faces as he attempts to drive Nike to the goal of $50 billion in annual revenues by 2021. The case focuses on Nike's competition, the convergence of technology with apparel and footwear, as well as the company's corporate social responsibility issues. Donahoe has to address internal as well as external challenges. Donahoe was appointed CEO at a time when the Oregon sports and apparel company faces a number of controversies, including when Nike-sponsored athletes were caught up in scandals; the ban of Alberto Salazar, Nike's top running coach amid doping allegations; as well as continued concerns about Nike's workplace culture after an internal employee survey leaked describing the company as run by a boys club that is hostile towards women. Nike faces tough competition in all of its market, as well as along the value chain. Rapid advances in mobile technology and the development of the Internet of Things (IoT) could fundamentally change the industry. Nike is also moving further into ecommerce to offset the "Amazon effect." The fast-growing Chinese market, moreover, may provide an avenue for needed future growth.

Oct 26, 2019

Discipline:

McGraw-Hill Education

MH0060-PDF-ENG

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Case study: Nike engages locked-down public to compete with sports stars via social media

May 16, 2020 | Content marketing , Instagram , Marketing Case Studies , Online advertising , Online video

Case study summary

Sportswear brand wanted a way to stay relevant and drive brand engagement during Covid-19 lockdown when live sport and exercise is limited
Created content and social media campaign focused on indoor challenges
Used famous sports stars to encourage engagement
Branding focused on big names and members of public to create a sense of global community
Campaign attracted thousands of social media interactions and 10m video views on Instagram.

What space is there for a sports brand in a time when big events are banned and exercise is limited? This was the challenge facing Nike when the Covid-19 epidemic struck in early 2020. Many brands initially responded to the coronavirus outbreak by encouraging the message of social distancing. But as people settled into their lockdown lives, the sportswear brand market leader needed a way to stay relevant through powerful online messaging.

The ‘Play for the World’ campaign, created by Wieden + Kennedy, pushed the message that we must all do our bit for the world and ‘play inside’. The first ad in the campaign, ‘You Can’t Stop Us’, included images and video footage of people working out in their homes, be it in their kitchens, bathrooms, bedrooms, or basements. As well as a few famous faces, including basketball star LeBron James and volleyballer Sara Hughes, the ad featured lesser-known and unknown fitness fans to reinforce the sense that we are all in it together.

Nike then followed this up with a call to action – a message of ‘Play Inside’. The brand got sports stars (social media influencers in their own right) to run a series of fitness challenges on social media. The ‘Living Room Cup’ competition was a digital workout series where athletes set challengers for users to take part in at home. Cristiano Ronaldo was the first person to set a challenge, inviting users to try and beat his ‘core crusher’ abs workout, and to tag themselves using the hashtags #playinside and #thelivingroomcup. Not only did the series help to reinforce the message of staying home, but the premise also incentivised and inspired users through sport, by giving them the chance to compete against global athletes.

Nike furthered its community message encouraging users to exercise at home by streaming free live workout classes every Sunday on YouTube; each one hosted by a ‘Nike Master Trainer’. The free app , which was usually subscription-based, offering users a variety of training programmes and workout videos from brand experts.

Thousands competed in the first Living Room Cup, tagging themselves trying to match the reps of a footballing superstar. The Instagram post was viewed more than 10 million times in the first week alone. The ‘Play for the World’ video was viewed more than 4 million times in the first 2 weeks.

Why it matters

At a time when everyone’s day-to-day activity had been disrupted – including both global athletes and humble joggers – Nike created a campaign that aimed to unite us all in our ‘new normal’. It’s hard for brands to strike the right balance during a global crisis, without coming across as either trite or patronising. Nike found a way around this by sticking to its key strengths of action and sports star clout to keep the message authentic, relevant and actionable. By enlisting the help of relevant influencers, Nike also ensured that its campaign resonated with consumers, and reinforced the idea that we were all united in the same cause.