BACKGROUND ON NIKE
• Nike was founded on January 25, 1964 as Blue Ribbon Sports by Bill
Bowerman and Philip Knight in Oregon
• Blue Ribbon Sports officially became Nike on May 30, 1978
• Nike sells sports equipment and clothes, ranging from t-shirts to
golf clubs to shoes and sports gear
• Their first product were track shoes
• “Our goal is to carry on his legacy of innovative thinking, whether to
develop products that help athletes of every level of ability reach
their potential, or to create business opportunities that set Nike
apart from the competition and provide value for our shareholders”
WHO THEY TARGET
• Nike pays money to athletes and celebrities to wear, promote,
and advertise their products
• Such athletes are Michael Jordan, Rafael Nadal, and Monica
Byrne
• Their buyers age range from 11 years of age to 65 years of age
• Though they have a large range of buyers they target the
younger crowd ranging from 11 to 45
• Nike is the world's leading supplier of athletic shoes and
apparel, so they target the world
“JUST DO IT” CAMPAIGN
• This phrase was coined at a Nike 1988 ad agency meeting by Dan Wieden
of Wieden+Kennedy
• Dan Wieden speaking admirably about Nike’s can-do attitude said,” You
Nike guys, you just do it.”
• “Just do it” was debuted on July 1, 1988 and still lives on till this day as
Nike’s leading slogan
• Nike had increased its share from 18 percent to 43 percent, from $877
million in worldwide sales to $9.2 billion in ten years between 1988 and
1998.
• Nike spent $300 million on overseas advertising centered around the
“Just do it” ad campaign
TACTICS
• Nike’s 80’s tactics mainly combatted the Reebok campaign
• They gambled on the idea that sneakers could be worn as a
fashion statement
• They cashed in on the 80’s jogging and fitness crave by
creating jogging outfits and fitness wear to promote good
health
• The campaign expanded to attract women and teenagers by
making a apparel for women and other ad campaigns just for
women and making popular shoes that kids would want
TACTICS
• By sponsoring superstar athletes in the 80’s greatly drew the
younger crowd in
• They used that tactic to also ensure quality and durability by having
basketball players such as Michael Jordan wear a pair of Nike’s for
a whole NBA season
• With that tactic they created air jordan in 1988 and added it to the
just do it campaign
• The ads were often humorous, appealing to the cynic in all of us,
while imploring consumers to take charge of their physical fitness
• By owning Nikes you were instantly a member of a desirable group
NIKE COMMERCIALS TWO FROM THE 80’S AND
ONE MODERN
• http://www.youtube.com/watch?v=ENi1SvEFqsQ
• http://www.youtube.com/watch?v=h9h6Cs4250&feature=related
• http://www.youtube.com/watch?v=DZQ7VXKywD0