Nike remains the largest supplier of sports shoes and apparel in the world. Of course, it is important to note that the company is engaged in the development, production and marketing of not only shoes and clothing, but also sports equipment and accessories.
The “Just do it” slogan and the Swoosh logo, as well as the “Nike” trademark, were very popular with people. These brands are associated with popular sporting events, sports teams and high level athletes. Understanding Nike’s global reach and long-term success requires understanding its marketing strategy.
Nike brand, Swoosh logo and slogan
Nike’s marketing strategy is based on three main branding components: the Nike trademark, the Swoosh logo, and the “Just Do It” slogan.
The Swoosh logo was introduced in 1971 by graphic designer Carolyn Davidson. Phil Knight, co-founder of Nike, commissioned Davidson to come up with a logo that conveyed fluidity, movement and speed. Both the brand and the logo position Nike as a sports brand.
Complementing Nike’s positioning is the “Just Do It” slogan. The slogan was coined in 1988 with the help of advertising agency Wieden + Kennedy and has since become a major component of Nike’s branding. It also positions Nike as a sports brand focused on purpose-driven people.
It represents the core values of the company, focused on ambition and a winning attitude. It also serves other purposes. For example, it’s a call to action that engages consumers’ emotions through a short, motivational pep talk. It also represents the very essence of sport, athleticism and sportsmanship.
However, the Nike trademark, the Swoosh logo, and the “Just Do It” slogan not only promoted the company’s offering and products, but became critical identifiers that promote and amplify brand recall through association.
Celebrity sponsorship and support
It is also part of Nike’s marketing strategy, or more specifically, Nike’s marketing activities, to promote products through sponsorship agreements with sports celebrities or top athletes. Sponsorship is one aspect of sports marketing.
The company has brought in legendary players from the National Basketball Association such as Michael Jordan and LeBron James. World Cup football players such as Neymar and Claudio Marchisio have also endorsed the brand.
Nike has also attracted other superstars in other sports such as tennis players, Roger Federer and Maria Sharapova, golf legend Tiger Woods. The company has also entered into numerous agreements with various sports leagues and clubs.
However, through sponsorships and celebrity endorsements, Nike is able to promote products by creating specific effects in the minds of targeted consumers.
Advertising campaigns and media presence
Nike maintains a presence through a variety of traditional and digital platforms. The company has invested heavily in advertising and promotional components that use key components of its branding as well as derivative marketing messages about athleticism and sportsmanship, purpose and ambition, perseverance and victory.
The company released the first three commercials in 1983 during the broadcast of the New York City Marathon. Over the years, she has won critical acclaim for advertising campaigns such as Advertiser of the Year in 1994 and 2003 at the Cannes Advertising Festival, and two Emmy Awards in 2000 and 2002.
Nike also uses outdoor advertising such as billboards, digital signage, etc. They also maintain an active online presence through marketing activities that include social media marketing and other paid advertising campaigns across various platforms.
Although the company has developed and distributed advertisements on a variety of topics, it uses all media platforms to ensure message consistency. The main branding elements and the commercial offer of the company are also present in all its announcements. However, by integrating different media, Nike ensures that it can reach a wide range of audiences across demographics and psychographics.
Product strategy through diversification
Nike develops, manufactures and markets not only sports shoes and apparel, but also equipment and accessories for sports such as basketball, American football and European football, volleyball, tennis, golf, extreme sports such as skateboarding, boxing and mixed martial arts. Diversification is central to Nike’s product strategy.
Specific shoe lines were developed under the parent Nike brand. Nike Air Max was introduced in 1987 and products under this brand feature an air cushion in the heel for maximum comfort. The company also launched the Air Jordan in 1984 using Michael Jordan’s personal branding. There is also the Nike SFB which includes tactical and combat boots designed for police and military personnel.
Their shoes and clothes were an integral part of urban fashion and hip-hop culture. They also attract casual people looking to improve and maintain a healthy lifestyle through exercise. In essence, Nike has become an everyday brand in different market segments.
Corporate social responsibility
The company has been criticized for sweatshops in Asia and Latin America with questionable labor practices, including sub-minimum wages, long hours and poor working conditions, and child labor or labor exploitation. The company made business and marketing decisions that were criticized by the public.
However, as part of efforts to maintain and improve the corporate image and overall brand identity, the company participates in various corporate social responsibility programs. Nike organized and sponsored programs aimed at promoting sports and physical activity among children and teenagers.
