Topic : A study on Nike Branding and
Endorsements
Subtitle: A Journey Through Excellence and
Influence
ROLL NO. : 34
DIVISION NO. : A
NAME : ARYAN MISHRA
Blue Ribbon Sports
• Blue Ribbon Sports, American sportswear
company that is one of the world’s bestknown brands. It was founded Bill
Bowermanin 1964 as Blue Ribbon Sports
by Phil Knight and, his former track-andfield coach at the University of Oregon.
The company was renamed Nike, Inc., in
1971, and it went public in 1980. By the
early 21st century, Nike had retail outlets
and distributors in more than 170 countries,
and its logo—a curved check mark called
the “swoosh”—was recognized throughout
the world. The company is headquartered
in Beaverton, Oregon
Introduction To Nike
• In 1971 Blue Ribbon Sports split from Onitsuka
and changed its name to Nike, after the Greek
goddess of victory. Its swoosh logo was also
introduced that year. The company is
headquartered in Beaverton, Oregon.
Swoosh
• The Nike "Swoosh" logo is one of the most
recognizable symbols in the world. Designed in
1971 by graphic design student Carolyn Davidson,
the Swoosh is a simple, fluid checkmark-like shape.
Davidson was approached by Nike co-founder
Phil Knight, who was in need of a logo for their
new brand. She created the iconic Swoosh in just
17.5 hours of work.
• The Swoosh holds significant symbolism. It
represents motion, speed, and power, aligning
perfectly with Nike's core values of athleticism and
excellence. Over the years, the Swoosh has
become synonymous with Nike, embodying the
brand's commitment to innovation and
performance.
"Just Do It" Slogan
• Nike's famous tagline, "Just Do It," has had a profound
impact on the brand's identity and its resonance with
consumers. Here are some of the key impacts:
• Motivation and Empowerment: "Just Do It" is a call to action,
encouraging individuals to overcome obstacles and pursue
their goals. It instills a sense of determination and
empowerment, motivating people to take on challenges.
• Universality: The tagline's simplicity and universality make it
applicable to a wide range of activities, not just sports. It speaks
to anyone striving for personal improvement, whether in
athletics, business, or personal development.
• Brand Association: The tagline has become synonymous with
Nike, reinforcing the brand's image as a leader in athletic
performance and a company that champions the spirit of
achievement.
• In summary, "Just Do It" has been instrumental in shaping
Nike's brand identity and in creating a strong emotional
connection with consumers. It encapsulates the brand's ethos
of determination, achievement, and the pursuit of excellence.
Brand and
Value
As of 2023, the Nike brand was valued at some 31
billion U.S. dollars. This made Nike one of the most
valuable and recognizable brands in the world.
Nike’s brand value is a culmination of several key
factor
Performance and
Quality
Innovation and
Technology
Several
key factors
Global Presence
Performance and
Quality
Endorsement
Strategies
•
Nike's endorsement strategy wields substantial power in various ways,
influencing both the brand's perception and consumer behavior. Here are
some key aspects of the power of Nike endorsement:
•
Celebrity Credibility: By aligning with high-profile athletes and celebrities,
Nike gains instant credibility and association with excellence in sports and
entertainment.
•
Inspiration and Aspiration: Nike's endorsed athletes are often viewed as
role models. Their achievements inspire individuals to push their limits and
strive for personal success.
•
Global Reach and Influence: Nike's endorsement deals with international
athletes allow the brand to transcend geographical boundaries, making it a
globally recognized and respected entity.
•
Authenticity and Trust: When consumers see their favorite athletes
endorsing Nike products, it lends an air of authenticity and trust to the brand.
They believe that if the best athletes in the world trust Nike, it must be a quality
product.
•
Differentiation from Competitors: Endorsements provide a competitive
edge, setting Nike apart from its rivals in the highly competitive sportswear
market.
•
In summary, Nike's endorsement strategy is a powerful tool that has
played a significant role in establishing and maintaining the brand's global
dominance. It not only shapes consumer perception but also has farreaching impacts on popular culture and sports industry trends.
Michael Jordan (Basketball)
Notable
Nike
Athlete
Endorseme
nts
LeBron James (Basketball)
Cristiano Ronaldo
Usain Bolt
Kylian Mbappé
Sharapova (Tennis)
Impact on
Endorsement
.
Increased
Visibility and
Awareness
Positive
Association
Influence on
Consumer
Behavior
Effective
Marketing
Strategy
Long-term
Brand
Association.
Successful
Campaigns
•
Nike has been known for its highly successful and memorable advertising
campaigns. Here are some of the most notable campaigns in Nike's history:
•
Air Jordan (1985): The launch of the Air Jordan line, with Michael Jordan as the
face, revolutionized basketball shoe marketing. It led to the creation of the
Jordan Brand, which remains highly successful to this day.
•
"Just Do It" (1988): This iconic campaign introduced Nike's famous tagline and
featured a range of athletes, encouraging people to push their limits and
pursue their goals.
•
Make Yourself (2010): Targeted towards female athletes, this campaign
encouraged women to embrace their athleticism and showcased female
empowerment.
•
Find Your Fast (2015): This campaign celebrated speed and featured highprofile athletes like Cristiano Ronaldo, Serena Williams, and Kobe Bryant.
•
Unlimited You (2016): Launched during the Rio Olympics, this campaign
celebrated the limitless potential within all athletes, regardless of their
background or circumstances.
•
Breaking2 (2017): Although not a traditional advertising campaign, this event
involved Nike's attempt to break the two-hour marathon barrier, showcasing
Nike's commitment to pushing the boundaries of human performance.
•
Dream Crazy (2018): Narrated by Colin Kaepernick, this campaign addressed
social and political issues, encouraging people to pursue their dreams, no
matter the obstacles.
The Jordan Brand
•
The Jordan Brand is a subsidiary of Nike, Inc. It was created as a result of
the partnership between Nike and the legendary basketball player
Michael Jordan.
•
In the early 1980s, Nike was a rising force in the athletic footwear market,
but they were yet to make a significant impact in the basketball
segment. Michael Jordan, a young and exceptionally talented
basketball player, entered the NBA in 1984. Recognizing Jordan's
potential to be a transformative figure in basketball, Nike saw an
opportunity.
•
They launched a line of basketball shoes, initially called the Air Jordan,
designed specifically for Jordan's needs and style of play. The first pair of
Air Jordans was released in 1985.
•
In 1997, Nike officially established the Jordan Brand as a separate entity
under the Nike umbrella. Over the years, the Jordan Brand expanded
beyond footwear to include apparel, accessories, and even a range of
lifestyle products.
•
Today, the Jordan Brand remains one of the most successful and
influential athletic brands in the world. It continues to release new
products and collaborations, and the legacy of Michael Jordan and his
partnership with Nike is celebrated globally.
Innovations in Product
Development
Nike has a rich history of
innovation in product
development. Here are
some of the key areas where
Nike has demonstrated
significant innovation:
Air Cushioning Technology
Nike Shield Technology
Flyknit Technology
Nike FlyEase Technology
Dri-FIT Technology
Nike Grind
Nike's Digital
Marketing Strategies:
Engaging the Online
Community
•
Social Media Presence: Nike maintains a strong presence on popular social media platforms like Instagram,
Facebook, Twitter, and YouTube. They use these platforms to share engaging content, including product launches,
athlete endorsements, inspirational stories, and behind-the-scenes glimpses into their operations.
•
Content Marketing: Nike creates high-quality content that resonates with its target audience. This includes articles,
videos, podcasts, and interactive experiences that provide value and entertainment to users. This content often revolves
around sports, fitness, lifestyle, and the Nike brand ethos.
•
Email Marketing: Nike uses email marketing to keep its audience informed about product releases, special offers,
and events. They often segment their email lists to ensure that subscribers receive relevant content based on their
preferences and behaviors.
•
E-commerce Optimization: Nike places a strong emphasis on its e-commerce platform. The website is user-friendly,
visually appealing, and offers a seamless shopping experience. They invest in optimizing the site for mobile devices, as a
significant portion of their traffic comes from mobile users.
•
Live Streaming and Webinars: Nike occasionally hosts live events, webinars, and live streaming sessions to engage
with their audience in real-time. This can include Q&A sessions with athletes, product launches, and special
announcements
•
Summary :
•
By employing these digital marketing strategies, Nike effectively builds a strong online community of brand
advocates, enthusiasts, and loyal customers. This engagement not only drives sales but also helps in creating a lasting
emotional connection with its audience.
• Nike has a strong commitment to
Corporate Social Responsibility (CSR) and
has implemented various initiatives to
address social, environmental, and ethical
concerns. Here are some key aspects of
Nike's CSR efforts:
• Sustainable Innovation
• Reducing Environmental Impact
• Ethical Manufacturing
• Climate Action
• Disaster Relief and Resilience
• Access to Sports
Corporate
Social
Responsibility
(CSR)
Brand Loyalty and
Community
Engagement
• Nike has demonstrated exceptional brand
loyalty and community engagement
through its strategic initiatives and
longstanding relationships with consumers.
Here's an overview of how Nike achieves
brand loyalty and fosters community
engagement:
• Brand Loyalty
• Product Quality and Innovation
• Emotional Connection
• Customization and Personalization
• Community Engagement:
• Community-Oriented Marketing
Campaigns
• Nike Community Impact Fund
• Grassroots Sports Programs
Case Study: Nike's "Just
Do It" Campaign
• Background: Nike, Inc. is a global sportswear and athletic footwear brand known
for its innovative products and iconic marketing campaigns. One of Nike's most
successful and enduring campaigns is "Just Do It," which was launched in 1988.
•
Objectives: The primary objectives of the "Just Do It" campaign were to:
•
Establish Nike as a leading athletic brand globally.
• Encourage and inspire consumers, athletes, and sports enthusiasts to push their
limits and overcome obstacles.
•
Create a memorable and universally resonant tagline for Nike.
• Strategy: Nike's "Just Do It" campaign was developed in collaboration with the
advertising agency Wieden+Kennedy. The campaign took a bold approach, using a
simple yet powerful tagline: "Just Do It." This tagline encapsulated the idea of pushing
one's limits, defying excuses, and taking action in pursuit of personal goals.
•
Execution:
• Compelling Storytelling: Nike used emotionally-charged advertisements featuring
real athletes and their personal stories of determination and achievement. These
stories resonated with a wide audience, from professional athletes to everyday
individuals.
• Diversity and Inclusion: The campaign featured athletes from various sports and
backgrounds, emphasizing the universal applicability of the "Just Do It" message. This
inclusivity helped Nike connect with a diverse and global audience.
• 3) Iconic Swoosh Logo: The campaign prominently featured Nike's
iconic Swoosh logo, reinforcing brand recognition and associating it with
the values of excellence and achievement.
• 4) Celebrity Endorsements: Nike strategically leveraged high-profile
athletes like Michael Jordan, Bo Jackson, and John McEnroe, associating
their success with the "Just Do It" ethos.
• 5)Memorable Tagline and Visuals: The "Just Do It" tagline was short,
simple, and easily memorable. Coupled with impactful visuals, it became
an iconic representation of Nike's brand identity.
• Results: The "Just Do It" campaign had a profound and lasting impact
on Nike's brand identity and market position. Some notable outcomes
include:
• Increased Brand Loyalty: The campaign fostered a deep emotional
connection with consumers, instilling a sense of inspiration and motivation.
• Market Domination: Nike solidified its position as a dominant force in the
athletic footwear and sportswear industry, outperforming competitors.
• Cultural Icon: The "Just Do It" tagline became a cultural phenomenon,
referenced in various contexts beyond sports.
• Longevity: The campaign's enduring success is evidenced by its
continued use and recognition over decades.
• Revenue Growth: The campaign contributed significantly to Nike's
financial success, driving sales and brand loyalty.
•
Conclusion:
• Nike's "Just Do It" campaign is a prime example of a marketing strategy
that transcends traditional advertising. By tapping into universal themes of
determination and achievement, Nike created a campaign that not only
boosted their brand but also inspired countless individuals to pursue their
goals, making it one of the most iconic and effective marketing
campaigns in history.
THANK YOU