case study of nike building a global brand image

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Case Study of Nike: Building a Global Brand Image

Brand history.

The idea of Nike began way back in the 1950s. A track coach by the name of Bill Bowerman was at the University of Oregon training his team. Bill was always looking for a competitive edge for his runners, like most of us today look for any advantage we can get. Bill said he tried using different shoes for his runners as well as trying other things to try and make his athletes better. Bill tried to contact the shoes manufactures in attempt to try out his ideas for running shoes. This however failed. In 1955 a track runner by the name of Phil Knight enrolled at Oregon. Phil was on the track team under Bill. Phil graduated from Oregon and acquired his MBA from Stanford University. Phil went on to write a paper that talked about how quality shoes could be made over in Japan and they would be cheaper. Phil called a company in Japan and became a distributor of Tiger shoes in the United States of America. Phil sent some pairs of shoes to his old track coach trying to get Bill to buy the shoes. Instead of buying these shoes Bill offered Phil a partnership to create better running shoes. In 1964 Bill and Phil shook hands and formed Blue Ribbon Sports. The companies’ first move was to order three hundred pairs of shoes from the company in Japan. While Bill examined these shoes and tried to make them better Phil was out selling the shoes. Bill had his track team at Oregon try out his new creations. This became the foundation of Nike. Due to the fact that Bill and Phil still had a full time job, they hired Jeff Johnson as their first full time employee. Jeff soon became a invaluable utility man for the company. In 1971 Jeff created brochures, marketing materials and even shot photos for a catalogue. The very first Blue Ribbon store was opened by Jeff. Meanwhile the relationship between Blue Ribbon and the company from Japan was starting to deteriorate. Bill and Phil made the jump to manufacturing and designing their own footwear. The trade marks swoosh which was introduced at this time. The Nike line of footwear was unveiled in 1972, during the U.S. Track and Field Trials. One pair of the shoes had a huge impression on a dozen multiple runners that wore the new shoes. These shoes incorporated a new style of soles that that had nubs on them that resembled the ridges of a waffle iron. These shoes were also a lot less heavier than most running shoes at the time. With the new image Nike started looking for athletes to wear, promote and elevate the new shoes. The first athlete they found was Steve Prefontaine. Prefontaine never lost a race that was over a mile in distance in his college career between 1969 and 1973. Prefontaine challenged Bill , Phil and their new company to stretch their talents. In turn Prefontaine became an ambassador for Blur Ribbon Sports and Nike. In 1975 Prefontaine died at the age of 24, but his spirit still lives on within Nike. Prefontaine became the “soul of Nike”. When 1980 hit Nike entered the stock market and became a publicly traded company. Once this happened many of the people that started the company moved on with their lives. This included Phil Knight who resigned from his president spot for over a year. In the mid-1980s Nike started to slip from top of its industry. This started to change when Michael Jordan released a new shoe through Nike. When this happened Nike’s bottom line got a boost. In 1988 the slogan that we all know today “Just do it” was introduced as a way for Nike to build on its momentum from their “Revolution” campaign. The Just do it campaign included three advertisements in which a young athlete by the name of Bo Jackson was involved in. By the end of the decade Nike was at the top of their industry once again. The 90’s brought a series of outreach for Nike. At this point in time Nike deepened their commitment into others sports such as soccer and golf. In 1995 Nike signed the whole World Cup wining Brazilian National Team. This also allowed Nike to create jerseys for the team. Nike also landed contracts with both the men’s and woman’s teams for the United States. The biggest thing that Nike was criticized for was when they signed a young golfer by the name of Eldick “Tiger” Woods for huge deal. All of the competition said this was a dumb idea till Tiger won the 1997 Masters by a record 12 strokes. In 2000 a new shoe was introduced. This shoe went by the name of the Nike Shox. This shoe combined more than 15 years of dedication and perseverance. Nike is still the industry leader in their markets and continues to grow more and more each year around the world. This company will have much more to offer in the future.

Brand Equity

Since Nike was set up by someone who has a deep passion for athletics and running, it should come no surprise that product is important. Products that are comfortable, authentic, functionally innovative and uniquely designed. The innovative technology is considered as one of the defining dimensions of Nike’s brand identity and corporate culture.

The simple driving concept has led to some impressive innovations which is considered as one of the defining dimensions of Nike’s brand identity and corporate culture. The first highlight was Air cushioning, using pressurized gas to cushion impact and new materials such as Urethane, that was used first with the Air Max running shoes. More recently, to obtain maximum performance, Nike Sport Research laboratory has discovered the innovative technology such as Shox, which are made mostly of rubber and spring back adding more power to a runner’s stride and Total 90 Concept, a range of equipment to help players perform over 90 minutes of a soccer match. Such innovative technology which Nike has used has gained the strong hold in consumers’ perceptions.

Associated brand with the top athletes, Nike tells story of brands which the main themes is sportsmanship and unrelenting effort. These are the story of Michael Jordan who won a record 10th scoring title and was selected as one of the 50 Greatest Players in American’s National basketball association championship. Lance Armstrong survived and won a second straight Tour de France while Tiger Woods completed the career Grand Slam, ensuring his place in golf history at the age where most of us are still wondering what we will do when we grow up. The most three prominent athletes has generated the inspiration for young and next generation of athletes. Nike has succeeded to transfer their inspirations to every single purchaser. Wearing every pair of Nike shoes is to engage a passion for excellence and encourage to do your own thing. “Just do it” – the tagline could sum up all the greatest values of brand which is.

“Just Do It” Campaign

Products are no longer just products, they move beyond the functional meanings. Nowadays, they are definitely social tools serving as a means of communication between the individual and his significant references. Products are considered as a symbol of individuality and uniqueness, and also symbol of affiliation and social identification. It is particularly trued with the fashion brands. Fashion brands such as clothes, bags, shoes and etc satisfy opposing functions, both social identification and distinction among individuals.

Purchasing an athlete-endorsed product is one means of symbolically and publicly demonstrating aspirations to be a part of the group and such behaviors are directly influenced by the extent to which a fan identifies with an athlete endorser. Heroes and hero worship was being built as the main themes of advertising. Celebrity endorsements such as Bo Jackson, John McEnroe and Michael Jordon appealed to the consumers sense of belonging and “hipness”. In other words, Americans consumers were convinced that wearing for every part of your life was smart (the shoes are designed for comfort) and hip (everyone else is wearing them; you too can belong to this group). “Just Do It” campaign succeeded (Nike increased its share of the domestic sport shoe business after launching this campaign in America from 18 percent to 43 percent, regained the leader position) because it could fascinate customers in both separating ways. Wearing Nike as a self fulfilling image declaration – “if you are hip, you are probably wearing Nike”. But perhaps most importantly, it could create the desirable needs -“if you want to be hip, wear Nike” .

Brand Loyalty

Luring by good shoe with innovative functionality and athletic aspiration value, Nike has indeed come to mind and heart of its customers. By the mid of 1990s, 77 percent of male Americans from the age of 18 to 25 chose Nike as their favorite shoe. The figure still remains stably despite of that “up” and “down” year Nike has been experience, gaining the high score of customer satisfaction at 79 percent rated by The American Customer Satisfaction Index Organization .

Brand Awareness

Brand awareness is the first and crucial stage of consumer’s preference. It refers to the strength of a brand’s presence in the consumers’ mind. Nike has been successful in building awareness. The “Swoosh” symbol has been appeared everywhere, on shoes, hats, billboards and soccer balls across the globe too remarkably to such extent that one author used the title “The Swooshification of the World” on Sports Illustrated column that imaged a future in which the swoosh could surpass sports to become a letter of the alphabet and the new presidential seal, among other things. True be told, the recognition of the ‘swoosh’ is extremely high.

As of 2000, 97 percent of American citizens recognized the brand logo, as the strong brand penetration. Nike could be recognized consistently without identification of brand name, even by the youngest group (aged from 4 to 6 years old). This perhaps may reflect the general level of advertising and promotion that children are exposed to.

Nike has been invested millions of dollars to associate their brand names with easily recognizable athletes with the aim of brand image building. Athletes at the top of their respective sport such as Micheal Jordan, Tiger Woods, and Lance Armstrong who are well – liked and respected by members of the brand’s target audience are chosen as endorsers to associate the Nike brand with the athlete’s celebrity image. This strategy has been paid off, for example, since Tiger Woods and Nike cooperated, annual sales for Nike Golf have exceeded to nearly $500 million dollars with an estimated 24 percent growth per year in the first five years of the agreement.

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Nike Global Marketing Strategy 2024: A Case Study

Nike, a global leader in the sportswear industry, has achieved remarkable success through its innovative and effective marketing strategies. By leveraging emotional branding, celebrity endorsements, iconic campaigns, and groundbreaking advertising techniques, Nike has established itself as a brand that connects with consumers on a deep and personal level.

Key Takeaways:

Nike’s revenue reached $39.1 billion in 2019, showcasing consistent growth and success.
Nike operates 700 stores worldwide and has offices in 45 countries, ensuring a global presence.
The Jordan brand, a Nike subsidiary, generated $3.14 billion in revenue in May 2018 and May 2019.
Nike sold $126 million worth of Nike Air Jordan sneakers within the first year of their release, exemplifying the brand’s popularity and demand.
Nike adopts various distribution channels, including retail stores, its online store, and company-owned retail outlets, to reach a wide customer base.
Nike’s advertising strategy focuses on emotional branding and empowerment, with an emphasis on empowering women.
Through digital marketing and a strong presence on social media platforms, Nike effectively engages its target audience.
Nike’s commitment to innovation and continuous product development sets it apart from its competitors.
The brand has successfully expanded its product line to include fashionable clothing to cater to a wider audience beyond athletes.
Nike has an estimated market value of approximately $10.7 billion, highlighting its strong position in the industry.

Emotional Branding: Connecting with Consumers

Nike’s global marketing strategy centers around the power of emotional branding. By leveraging inspiring stories and universal themes, Nike has successfully connected with consumers on a deep emotional level. Through their advertisements, Nike showcases the journey of athletes overcoming challenges and achieving greatness, resonating with individuals around the world.

The statistics speak for themselves. Nike’s marketing campaigns have garnered millions of views, demonstrating the impact of their emotional narratives. For example, their ‘Winner Stays’ ad accumulated over 107.8 million views, while their YouTube series ‘Margot vs. Lily’ received more than 80,000,000 views. These numbers showcase the effectiveness of Nike’s storytelling approach.

One of Nike’s strengths lies in its ability to capture universal themes that inspire and motivate. By portraying athletes as heroes, facing internal challenges like laziness or doubt, Nike taps into the emotions of its audience. This approach allows individuals to see themselves as the heroes of their own stories, creating a powerful connection with the brand.

Moreover, Nike’s commitment to inclusivity and representation has also contributed to their success in emotional branding. By featuring diverse athletes in their marketing campaigns, Nike has resonated with different communities, leading to a 42% growth in sales within the LGBTQ+ community and a 25% rise in brand engagement among Gen Z consumers.

The emotional branding strategy employed by Nike has not only built a strong brand image but also fostered exceptional customer loyalty. A staggering 78% of consumers feel emotionally connected to the Nike brand, solidifying the success of their emotional branding initiatives.

Overall, Nike’s emotional branding approach, through the use of inspiring stories and universal themes, has allowed them to connect with consumers on a deep and meaningful level. By evoking emotions and portraying their customers as heroes, Nike has built a loyal customer base and established itself as a leading brand in the industry.

Statistics Related to Emotional Branding in Nike’s Global Marketing Strategy 2024
Nike’s customer loyalty is exceptionally high due to their emotional branding strategy.
Nike utilizes the Hero archetype in its advertising to inspire customer loyalty.
Many companies employ emotional branding techniques similar to Nike’s Hero archetype for customer loyalty.
Nike’s marketing focuses on portraying the customer as the hero facing internal challenges like laziness.
The emotional branding strategy used by Nike resonates globally, inspiring long-lasting customer loyalty.
Nike’s application of emotional marketing through the Hero archetype has been a successful strategy for building a strong brand image.

Celebrity Endorsements: Associating with Success

In the competitive world of sportswear, Nike has distinguished itself through strategic partnerships with renowned athletes and celebrities. By collaborating with icons like Michael Jordan, Serena Williams, and Cristiano Ronaldo, Nike leverages their influence to enhance brand credibility and expand its reach to a broader audience.

Nike’s celebrity endorsements are more than just marketing tactics ; they embody the brand’s commitment to excellence and success. These collaborations illustrate Nike’s association with individuals who epitomize athletic prowess and determination, reinforcing the brand’s position as a leader in the sportswear industry.

Michael Jordan, widely regarded as one of the greatest basketball players of all time, has been a long-standing partner of Nike. Through the success of the Air Jordan line, Nike transformed the sneaker industry and solidified its relationship with Jordan, creating a legacy that continues to thrive today.

Serena Williams, a trailblazer in women’s tennis, embodies the values of empowerment and resilience, perfectly aligning with Nike’s commitment to diversity and inclusivity. By working with Williams, Nike showcases its support for strong, inspirational women who defy expectations.

Cristiano Ronaldo, an international football sensation, brings his unparalleled talent and global appeal to Nike. As one of the most recognizable athletes in the world, Ronaldo’s partnership with Nike reinforces the brand’s position as a global leader in sportswear.

These celebrity partnerships have propelled Nike’s marketing strategy to new heights, enabling the brand to connect with consumers on a deeper level. By associating with successful and influential figures, Nike establishes an emotional connection with its audience, reinforcing the brand’s values of hard work, determination, and achievement.

Nike’s Celebrity Endorsements

Celebrity	Sport
Michael Jordan	Basketball
Serena Williams	Tennis
Cristiano Ronaldo	Football

These collaborations have not only elevated the Nike brand but have also contributed to its market dominance. As the leading player in the global sportswear market, Nike’s celebrity endorsements play a pivotal role in driving awareness, consumer loyalty, and sales.

Next, we’ll delve into one of Nike’s most iconic campaigns, “Just Do It,” and explore how this slogan has contributed to the brand’s identity and resonance with consumers.

The Power of “Just Do It” Campaign

Nike’s “Just Do It” campaign is renowned globally for its iconic slogan that has inspired customers for over three decades. The campaign, launched in 1988, has played a significant role in Nike’s remarkable business success and brand recognition.

The partnership between Nike and its branding agency, Wieden+Kennedy, has been crucial in achieving long-term growth and establishing Nike as a leading sportswear brand. The campaign’s tagline, “Just Do It,” became a cultural catchphrase synonymous with Nike’s brand philosophy.

The “Just Do It” campaign has resonated deeply with consumers, inspiring and empowering them to take action in their own lives. It encourages individuals to overcome limitations and strive for greatness, both in sports and in their personal endeavors.

Since its inception, the campaign has featured a diverse range of athletes of all ages and abilities, showcasing Nike’s commitment to inclusivity and empowerment. Renowned athletes such as Maria Sharapova, Dwyane Wade, Kevin Durant, and Colin Kaepernick have been part of this iconic campaign.

The campaign’s longevity and enduring impact are evident in its 30-year history. In 2018, Nike celebrated the campaign’s 30th anniversary with an ad featuring Colin Kaepernick, an athlete known for his activism. This bold move further solidified the campaign’s influential status.

Not only has the “Just Do It” campaign garnered widespread attention and participation, but it has also contributed significantly to Nike’s business growth. Between 1988 and 1998, Nike’s share of the domestic sport-shoe business increased from 18% to 43%, and its worldwide sales skyrocketed from $877 million to $9.2 billion.

The campaign’s impact extends beyond traditional advertising. Thousands of individuals have shared their personal stories of triumph, inspired by the “Just Do It” campaign, and its message continues to inspire customers around the world.

Nike’s Social Media Reach

Platform	Followers
Instagram	302 million
Twitter	9.8 million

Nike’s social media reach further amplifies the impact of the “Just Do It” campaign. With over 302 million followers on Instagram and 9.8 million on Twitter, the brand continues to engage with a global audience, reinforcing its message of inspiration and empowerment.

The power of Nike’s “Just Do It” campaign lies in its ability to inspire and empower customers to embrace their full potential. It has become a cultural phenomenon and continues to shape Nike’s marketing strategy and brand philosophy.

Innovative Advertising: Pushing Boundaries

Nike, a global advertising powerhouse, is renowned for its innovative advertising techniques that constantly push boundaries and captivate audiences with attention-catching campaigns. By staying ahead of the curve, Nike sets new standards for advertising excellence, delivering captivating narratives and designs that resonate with its target market.

One example of Nike’s innovative advertising is its emphasis on emotional storytelling. Nike’s commercials evoke powerful emotions by sharing authentic and relatable stories, connecting with consumers on a deeper level. These emotional campaigns leave a lasting impression and establish a strong bond between the brand and its audience.

In addition to emotional storytelling, Nike leverages celebrity endorsements to elevate its brand image. Collaborating with renowned athletes such as Michael Jordan, Serena Williams, and Cristiano Ronaldo, Nike reinforces its association with success, credibility, and exceptional performance. These partnerships not only capture attention but also inspire consumers to strive for greatness.

Simplicity in design is another hallmark of Nike’s advertising approach. By embracing clean and minimalist aesthetics, Nike ensures that its message remains clear and impactful. This simplicity allows the brand to highlight its products’ features and benefits effectively, without overwhelming or distracting the viewer.

Furthermore, Nike’s advertising campaigns often address empowerment and social issues, aligning the brand with causes and values that resonate with its target audience. By championing social causes and empowering individuals, Nike positions itself as a progressive and socially conscious brand, capturing the attention and loyalty of consumers who value purpose-driven companies.

Consistency in branding is a key aspect of Nike’s innovative advertising strategy. The brand consistently reinforces its core values and distinct identity across all its campaigns, ensuring a cohesive and recognizable presence. This consistency builds trust and familiarity among consumers, creating a reliable and trustworthy brand image.

Moreover, Nike actively encourages user-generated content, tapping into the power of its passionate fanbase. By engaging with their customers and showcasing their experiences, Nike strengthens brand-consumer relationships and amplifies its marketing efforts . This strategy not only enhances brand authenticity but also creates a sense of community and belonging.

Innovation and technology play a significant role in Nike’s advertising endeavors. Through its campaigns, Nike showcases its product advancements and positions itself as a leader in athletic gear technology. By highlighting features like Nike Air, Zoom Air, and React foam, Nike demonstrates its commitment to providing top-notch performance and comfort to athletes and enthusiasts alike.

Innovative Advertising Techniques

Emotional storytelling
Celebrity endorsements
Simplicity in design
Empowerment and social issues
Consistency in branding
User-generated content
Innovation and technology
Digital marketing

With these innovative advertising techniques, Nike continues to captivate audiences and set new standards in the advertising industry. By pushing boundaries, Nike remains at the forefront of innovative marketing, ensuring its campaigns are both memorable and impactful.

Targeting Global Audiences with Brand Excellence

Nike, a global leader in the athletic footwear and apparel industry, has successfully expanded its market reach through a strategic global marketing strategy. By focusing on brand identity development and implementing a market expansion strategy, Nike has solidified its position as a dominant player in the international market.

In recent years, Nike has experienced remarkable growth in sales and revenue. In the US market alone, Nike’s sales skyrocketed from $900.42 million in 1988 to a staggering $18.75 billion in 2022, marking a phenomenal growth of $17.85 billion over the years. Globally, Nike generated over $46.71 billion in revenue from worldwide sales in 2022, a testament to the brand’s global appeal and consumer loyalty.

One of the key factors behind Nike’s success is its ability to effectively target global audiences. Nike strategically utilizes geographic, demographic, psychographic, and behavioral segmentation in its marketing efforts to reach diverse consumer groups. By understanding the unique needs and preferences of different markets, Nike can tailor its advertising campaigns and brand messaging to resonate with local consumers.

Region	Revenue (in billions)
North America	$17.2
EMEA	$11.5
Greater China	$8.3
LATAM	$5.3
APAC	$5.3

Nike’s revenue breakdown by region for 2022 further highlights its global reach and success in different markets. The North American region accounted for $17.2 billion in revenue, followed by EMEA with $11.5 billion, Greater China with $8.3 billion, and LATAM and APAC each with $5.3 billion. This distribution of revenue demonstrates Nike’s ability to cater to consumers worldwide, whether in major cities, urban centers, or remote locations.

Nike’s target audience encompasses a diverse mix of individuals, including professional athletes, sports enthusiasts, fitness enthusiasts, youth, men, women, and urban dwellers. Nike positions itself as a unisex brand, appealing equally to both men and women. With a focus on individuals aged 11–45, Nike targets teenagers and middle-aged consumers with disposable income, capturing their attention through innovative marketing campaigns and product offerings.

Part of Nike’s marketing strategy involves collaborating with influential figures in the fitness industry. Joe Holder, a Nike Master Trainer, is one such collaborator who has a dedicated Instagram following of 145K. Through various digital platforms like Instagram, YouTube, and Exercise Snacks, Joe Holder shares fitness expertise to broaden his audience reach. His content creation for Nike includes social media videos strategically featuring Nike products, reinforcing the brand’s association with fitness excellence.

In conclusion, Nike’s global marketing strategy has been instrumental in its success and market expansion. By developing a strong brand identity, targeting diverse consumer groups, and utilizing innovative advertising campaigns, Nike has established itself as a global leader. With a focus on excellence and a commitment to athleticism, Nike continues to inspire individuals worldwide to push their limits and achieve greatness.

The Evolution of Nike’s Marketing Strategy

In order to stay at the forefront of the sports apparel industry, Nike has continuously adapted its marketing strategy to respond to changing trends and consumer demands. One key aspect of Nike’s evolution has been its embrace of digital marketing approaches, allowing the brand to connect with its target audience in innovative and engaging ways.

Nike recognized the power of digital platforms early on and has integrated them into its overall marketing approach. The brand’s presence on social media platforms, such as Instagram and Twitter, has allowed Nike to reach a wider audience and engage with consumers on a more personal level. By leveraging these platforms, Nike can share its brand story, promote new products, and connect with its audience through compelling content.

In addition to social media, Nike has embraced influencer marketing as part of its digital marketing strategy. Collaborating with popular athletes and influencers has allowed Nike to tap into their vast followings and leverage their influence to promote its products. This approach has proven to be effective in reaching specific target markets and creating buzz around Nike’s offerings.

Furthermore, Nike has utilized technology to enhance the customer experience. The brand has invested in digital innovation, creating personalized shopping experiences and customization options for its customers. By leveraging digital tools, Nike is able to provide a seamless and tailored experience, increasing customer satisfaction and loyalty.

Nike’s evolution in marketing strategy is a testament to its ability to adapt to changing trends and consumer preferences. By embracing digital marketing approaches and staying at the forefront of technological advancements, Nike has been able to maintain its position as a leader in the sports apparel industry.

Nike’s Marketing Strategy Evolution

Year	Highlights
2020	Introduction of Nike Air-max 97G “Peace and love” and reveal of uniforms for the 2020 Tokyo Olympics
Onwards	Acquisition and sale of several footwear and apparel companies, including Starter, Zodiac, Celect, Datalogue, and RTFKT Studios
1994, 2008	Significant athlete endorsements, including LeBron James and Derek Jeter
Ongoing	Promotion of diversity, equity, and inclusion, innovation in sustainable materials, and responsible supply chain practices

Nike’s marketing strategy has been shaped by its commitment to promoting diversity, equity, and inclusion, innovating sustainable materials, and fostering a transparent and responsible supply chain. These principles, coupled with the brand’s ability to adapt to changing trends and embrace digital marketing approaches, have been the keys to Nike’s ongoing success in the competitive sports apparel market.

Expanding Market Reach through Brand Positioning

Nike, founded in 1964 by Phil Knight and Bill Bowerman, has successfully expanded its market reach through strategic brand positioning. By leveraging its strong brand value and global presence, Nike has adopted a market expansion strategy that includes product diversification to appeal to a wider audience beyond athletic footwear and apparel.

Unlike traditional brands that limit their target audience, Nike targets men, women, and kids aged between 15-55 years old, catering to a broad range of consumers. They have positioned themselves as a market leader in sports equipment, offering a vast selection of shoe types and colors that focus on training, running, or lifestyle.

One of Nike’s key brand positioning strategies is its emphasis on understanding and catering to their High-Expectation Customer (HXC). Nike recognizes that their HXC demands the most from a brand and passionately supports it. By making the customer the central focus of their brand, Nike showcases stories of athletes achieving greatness, inspiring and connecting with their target audience on a deeper emotional level.

Nike’s brand positioning is not limited to traditional market segmentation. Instead, their brand essence is deeply rooted in the desire to achieve something greater. This positioning allows Nike to transcend boundaries and appeal to a diverse range of athletes at different levels of play. Their marketing campaigns focus on inspiring individuals to push past their limits and unlock their full potential.

Market Expansion Strategy

In addition to brand positioning, Nike has effectively executed a market expansion strategy. Nike expanded into Africa in 1981, gaining popularity as a fashion brand in the region. They have also conducted promotional campaigns in various regions, including the US, Europe, Australia, and Asia, customizing their marketing approach based on psychographic segmentation to cater to customer preferences.

The success of Nike’s market expansion can be attributed to their integrated marketing communication (IMC) strategy. By utilizing advertising and social media campaigns, Nike reaches a global target audience, ensuring their brand message resonates with consumers worldwide.

Product Diversification

Nike’s product diversification plays a vital role in their market expansion strategy. By offering a wide range of products beyond athletic footwear and apparel, Nike taps into new revenue streams and attracts customers who may not traditionally be associated with athletic products.

Furthermore, Nike’s emphasis on innovation and technology positions them as a brand at the forefront of sports equipment. This focus on cutting-edge technology allows Nike to differentiate from competitors and maintain their market leadership position.

Innovation Drives Brand Excellence

Nike’s commitment to innovation has been a driving force behind their brand excellence. As a leader in the athletic footwear industry, Nike continually invests in research and development to bring cutting-edge technologies and products to the market. By integrating the latest advancements, Nike sets new standards for performance and style, captivating athletes and sports enthusiasts worldwide.

Through relentless product development, Nike pushes the boundaries of design and functionality, revolutionizing the industry. Their innovative shoes seamlessly blend fashion and sports, making them highly sought-after fashion statements. Nike’s dedication to pushing the limits of innovation has made them a go-to brand for those seeking cutting-edge athletic footwear.

Moreover, Nike’s commitment to empowering athletes and inspiring greatness is evident in their diverse initiatives and partnerships. By supporting athletes at all levels, Nike encourages individuals to strive for success and overcome challenges. They foster a culture of determination and passion, resonating with athletes and sports enthusiasts who share the same values.

One of Nike’s most iconic achievements is the development and marketing of Flyknit technology. This innovation involved extensive research and showcased Nike’s dedication to pushing the boundaries of athletic performance. By creating lightweight and breathable shoes, Nike revolutionized the running experience and showcased their commitment to innovation-driven product development.

Nike’s marketing strategy is also fueled by innovation, utilizing cutting-edge technologies to reach a wider audience. They effectively harness the power of social media platforms and influencer marketing to connect authentically with consumers. By creating personalized content through the Nike app, they enhance user engagement and communication, reinforcing their brand’s digital presence.

Experiential marketing plays a vital role in Nike’s brand excellence. Through initiatives like Nike Run Clubs and Nike Training Camps, they foster consumer engagement and create a strong sense of community. By bringing athletes and enthusiasts together, Nike creates an inclusive environment that aligns with their brand values.

Nike’s strategic celebrity endorsements, such as partnerships with Michael Jordan and Serena Williams, have significantly contributed to strengthening their brand image and expanding their reach. These collaborations symbolize Nike’s commitment to excellence and association with success.

Innovation Drives Brand Excellence: Infographic

Statistical Data	Key Insights
Nike’s commitment to innovation	Positioning as a leader in the athletic footwear industry
Flyknit technology development	Showcasing dedication to pushing boundaries
Nike’s marketing strategy	Utilizing cutting-edge technologies for wider audience reach
Experiential marketing	Fostering consumer engagement and creating a sense of community
Celebrity endorsements	Strengthening brand image and expanding reach

Nike’s brand success and global marketing strategy have propelled them to the forefront of the sportswear and apparel industry. Through a relentless commitment to brand excellence, Nike has created a powerful and iconic brand identity, recognized and admired by consumers worldwide.

By embracing emotional branding and leveraging celebrity endorsements, Nike has established deep connections with consumers, associating their brand with success and inspiration. The introduction of the “Just Do It” campaign in 1988 further solidified Nike’s image as a brand that motivates and empowers individuals to pursue their dreams and goals.

With innovative advertising and a focus on personalized customer experiences, Nike has captivated audiences and maintained their position as a global leader. They have harnessed the power of social media platforms like Instagram, Twitter, and TikTok to engage with customers, showcase products, and build a strong community.

Through collaborations with athletes, fashion designers, and a commitment to social responsibility, Nike has expanded its reach and diversified its customer base. With a strong presence in over 170 countries, Nike continues to innovate and cater to the unique needs and preferences of diverse global markets.

What is Nike’s global marketing strategy?

How does nike use emotional branding, which celebrities endorse nike, what is the significance of nike’s "just do it" campaign, how does nike push boundaries in advertising, how does nike target global audiences, how has nike’s marketing strategy evolved over time, how does nike expand its market reach through brand positioning, how does innovation drive nike’s brand excellence, related posts:.

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Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.

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40.2 nike: building a global brand through storytelling and innovation.

Introduction:

Nike, Inc. is a household name synonymous with athleticism, performance, and innovation. Through its creative marketing strategies and commitment to design, Nike has become a leader in the sports apparel industry. This case study will explore Nike’s rise to prominence and the branding strategies that have kept it at the forefront of the sports industry.

Founding and Early Years: Founded as Blue Ribbon Sports in 1964 by Bill Bowerman and Phil Knight, the company changed its name to Nike, Inc. in 1971. The famous swoosh logo and the “Just Do It” slogan became integral parts of the brand’s identity.
Growth and Expansion: With an initial focus on running shoes, Nike expanded into various sports, including basketball, soccer, and golf, becoming a multi-sport brand.
Historical Partnerships: Nike’s collaboration with athletes like Michael Jordan led to the creation of the Air Jordan line.
Global Ambassadors: Associating with top athletes like Serena Williams, Cristiano Ronaldo, and LeBron James.
Emotional Connection: Creating ads that resonate emotionally with consumers, such as the “Find Your Greatness” campaign.
Social Commentary: Engaging in cultural conversations, like the Colin Kaepernick campaign.
Technological Advancements: Such as Nike Air cushioning technology and Flyknit fabric.
Customization: Allowing consumers to personalize products through the NIKEiD platform.
Nike Run Clubs: Building a community around the brand through running clubs and apps.
Sustainability Initiatives: Such as the “Move to Zero” campaign focusing on reducing environmental impact.
Market Competition: Competition from brands like Adidas and Under Armour.
Pricing Strategies: Balancing premium pricing with accessibility for a broader audience.
Labor Practices: Historical criticisms regarding factory working conditions.
Sustainability Challenges: Managing environmental impacts across the supply chain.
Cultural Impact and Legacy:

Nike’s influence goes beyond sports apparel.

Influence on Streetwear: Collaborations with designers like Virgil Abloh have made Nike relevant in fashion circles.

Promotion of Women’s Sports: Marketing campaigns focusing on female athletes.

Global Reach: Establishing a presence in various global markets and sports.

Conclusion:

Nike’s brand success lies in its ability to intertwine sports, culture, and personal aspiration. Its collaborations with athletes, investment in storytelling, and commitment to innovation have made it a leader in the sports apparel industry. The challenges and criticisms it has faced provide insight into the complexities of maintaining a global brand. Understanding Nike’s branding strategies offers an exciting exploration into how a brand can connect with consumers on multiple levels and across diverse markets.

Further Exploration:

Analyzing Advertising Campaigns: Students may explore various campaigns to understand how Nike connects with different demographics.

Competitor Analysis: Comparing Nike’s strategies with competitors to understand market dynamics.

Future of Sports Branding: Speculating on the future of branding in the sports industry and how Nike may continue to innovate.

This comprehensive case study provides a deep understanding of Nike’s branding strategies and allows students to appreciate the multifaceted nature of branding in the modern market. The connections between sports, culture, innovation, and marketing weave together to create a compelling story that offers valuable insights for anyone interested in branding, marketing, or the sports industry.

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How Nike's marketing strategies helped it become a global brand

Executive Summary : Constant innovation has been the byword for Nike's success. This case study analyses the ever-evolving marketing strategies adopted by Nike to become a global brand .

Founded in January 1964 as Blue Ribbon Sports (BRS) by University of Oregon track athlete Philip Knight and his coach Bill Bowerman, the company was initially a distributor for the Japanese shoemaker Onitsuka Co and their brand Tiger. In 1966, it opened the first BRS retail store in Santa Monica, California.

In those days, Bowerman would often rip apart the Tiger brand shoes to see how he could make them lighter and better. He used to take help from university runners to test his creations and collect their feedback. By 1971, though BRS revenue had touched $1 million, the business relationship with Onitsuka was turning sour. So, they moved on from being distributors of athletic footwear to designers and manufacturers of athletic footwear and took full control over their value chain.

In 1973, they called their brand Nike after the Greek goddess of victory. A design student Carolyn Davidson created the famous 'swoosh' logo for $35. Today, the estimated market value of Nike is about $10.7 billion.

The series had three ads featuring young sportsman Bo Jackson who campaigned on the benefits of a new cross-training pair of Nike shoes. Almost every year after Nike launched its air cushioning technology, it released new versions of Air Max. Currently, Nike has nearly 40 models under this brand name.

Shoes + Technology:

In due course, even the hi-tech Air Max technology was found to be inadequate to entice customers. And it was time for something that would differentiate Nike in the long run. It had to be at once very distant from the core business and also very appealing. The focus was on digital gadgets. It had less to do with shoes and more to do with athletes. Nike's sales philosophy - if you have a body, you are an athlete - had enticed everybody who wanted to think of himself/herself as an athlete or wanted to get more athletic.

Fast forward to May 20, 2006. On this day, Nike introduced its first mass produced gadget, Nike + iPod Sports Kit, in the US market. It was a tool to measure the distance and speed of a run or a walk and was built on a virtually flawless partnership strategy.

Nike was cashing in on the most technologically advanced portable device that could do all the tech work brilliantly. What was it that Nike did for the partnership? It brought the idea and developed it into a business. The company was actually selling just a small electronic chip that had to be inserted in the shoe (preferably a special one, but even a regular shoe would do) and a wireless connection device that had to be plugged to an iPod. All the rest (calculation, storage, integration) was done by the iPod. But it was Nike's product. It paved the way to a truly innovative future of the company.

Nike's success lies in its ability to keep the brand modern and relevant in an ever-changing marketplace. It also remains consistent with its original brand identity. The 'Just Do It' tagline epitomises the lonely, rebel runner who aggressively strives to overcome his/her physical and psychological limits.

The brand identity, therefore, is in sync with the ideas of individualism, aggressiveness, performance and empowerment. This helps Nike differentiate itself from its competitors. While Adidas's identity is built on team activities and community achievement, Reebok focuses on fashion and street credibility. Nike's latest hi-tech innovations such as Nike + FuelBand focuses on individuality as it helps users track and improve their athletic performances. But the move towards social media is potentially dangerous as the idea of sharing information and belonging to a virtual community may be at odds with the individualism and rebelliousness of the Nike brand.

Of course Nike cannot ignore the social media but it needs to embrace it in a way that does not impact its brand positioning. The stress on using social media as a platform in which individual achievements are celebrated seems to be the right way to go. The Nike consumer remains a self-focused warrior but one that is less isolated in his/her struggles thanks to Nike technology. Nike's brand management, therefore, is based on continuous revitalisation through gradual delivery changes in the brand's positioning. This approach is less risky than the intermittent repositioning efforts of other brands (for example Burberry Group).

Continuous revitalisation needs constant investment in consumer research with focus on development of brand image and the extent to which brand perception aligns with brand identity. The USP of Nike is not its ability to effectively innovate but in its understanding of how innovation can be used to reinforce its original associations.

'

Innovation is the art of making hard things easy and creating viable business offerings. Innovation has become vital for survival, making it imperative for businesses to rethink strategies, become more nimble and adaptive, not just in product development, but also in building effective business models, processes and customer experiences.

Nike puts innovation at the heart of all its efforts. To run ahead of the competition, Nike took a unique approach for its shoe manufacturing process and occupied the mind space as a maker of athletic shoes. It not only developed new products that created and defined categories but also developed new business models aimed at enhanced performance.

Nike has smoothly overcome local and global challenges varying from sustainable evolution of existing products and markets to create new products, thereby expanding its outreach.

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Globalization and Advertising: The Case of Nike

January 2018
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Nike Marketing Strategy 2024 - 7 Effective Findings from Case Studies

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Published on 21 Jun 2024

Nike Marketing Strategy 2024 - 7 Effective Findings from Case Studies

Nike marketing strategy: top effective findings from case studies, history of nike, goals and objectives - nike marketing strategy, nike’s target audience, nike marketing strategy: challenges, solutions, and its approaches, how nike’s marketing strategy evolved, how to apply the nike’s marketing strategy to your brand, growth and market reach, what to take.

Nike has taken an image of an athleisure company and an American multinational corporation, but, the brand has taken way the world with inspiration, emotion, diversity, and unity with its simple marketing campaigns.

The core purpose of Nike marketing strategy is to keep moving the world forward. Over the years, it has launched and introduced various stylish and sustainable services from remembering the Swoosh, and the tagline ” Just Do It” which does not only come into our mind.

Enlisting the action of Nike's marketing strategies is remarkable. What makes it so special to get the products?

There are multiple reasons why people buy Nike products in this case study explained, but, one absolutely convincing means is that it is more than a brand that builds communities, planet protection, and makes sports accessible beyond diverse horizons. We have also discussed the top Nike Marketing Strategies that you can learn in 2024.

Purpose of the Article

The main aim of this article by Sprintzeal caters to information as social proof from various case studies about a process, product, or service that can resolve marketing issues.

Known as one of the largest athletic apparel companies, Nike (Nike, Inc.) is an American multinational association that deals with the design, development, manufacture, and global marketing and sales of footwear, accessories, apparel, equipment, and services. Began with a mission to, “bring inspiration and innovation to every athlete” in the world It is based in Beaverton, Oregon, NIKE, Inc. includes the Nike, Converse, and Jordan brands, and many more.

It was founded by Bill Bowerman and his former student Phil Knight in 1964.

Nike plans to build a 3.2 million square foot expansion to its World Headquarters in Beaverton.

The Nike brand strategy focuses on bringing the culture of the invention to today’s athletes while solving issues for the upcoming generation.

Nike has acquired and sold several footwear and apparel companies over the years. It has also acquired Starter, Zodiac, Celect, and Datalogue and purchased RTFKT Studios.

It was founded in 1964 by Bill Bowerman, a track-and-field coach at the University of Oregon, and his former student Phil Knight as Blue Ribbon Sports. The brand was rebranded in the 60s, their company was relaunched as Nike in 1971.

In 1972, Blue Ribbon sports which later became Nike unveils "Moon Shoes

In 1974, the Waffle Trainer was patented, featuring Bill's famous Waffle outsole.

In 1982, introduced the Air Force 1 basketball shoe.

In 1994, Nike signs LeBron James

In 2000, launched Nike Shox in the market.

In 2008, introduced the Flyware shoe and signs Derek Jeter

In 2018, introduced React Element 87. Nike launched a new "Just do it" ad campaign featuring Colin Kaepernick.

In 2020, Nike Air-max 97G "Peace and love" was introduced. It also reveals uniforms for the 2020 Tokyo Olympics.

The main priorities and objectives of Nike marketing strategy,

It includes promoting diversity, equity, and inclusion.
Innovations that create sustainable materials and approaches to tackle environmental impact.
Towards advancing a transparent and responsible supply chain.
To build community by investing in organizations that pay efforts on economic empowerment, education, and equality.
Uplifts unity with the current generation through sport and encourages an active lifestyle to reach their potential future.

To truly understand the effectiveness of Nike's marketing strategy, it's crucial to dissect the various segments within their vast target audience. Nike's ability to connect with different consumer groups is a central theme in this Nike marketing strategy case study. Let's delve deeper into these segments:

Athletes, Professionals, and Enthusiasts: Nike casts a wide net, catering to athletes at all levels, from elite professionals to passionate enthusiasts. Their product range is meticulously designed to enhance athletic performance, making Nike the preferred choice for athletes worldwide.

Running Enthusiasts: Nike's dominance in the running domain is unparalleled. They offer an extensive selection of running shoes, apparel, and accessories tailored to the specific needs of runners, whether they're seasoned marathoners or occasional joggers.

Sports Enthusiasts: Beyond athletes, Nike appeals to anyone with a fervent passion for sports. Their marketing efforts invite individuals to adopt the mindset of an athlete, whether they actively engage in sports or simply lead an active lifestyle.

Women in Sports: Recognizing the growing influence of women in sports, Nike has dedicated a significant portion of their marketing efforts to empower female athletes and sports enthusiasts.

Young Athletes: Nike understands the importance of cultivating brand loyalty from a young age. Their marketing strategies are crafted to inspire and engage young athletes, nurturing a lifelong connection to the brand.

Sustainability Advocates: In recent years, Nike has expanded its reach to consumers who prioritize sustainability and ethical practices. Their marketing seamlessly integrates these values, resonating with the environmentally conscious audience.

This diverse and inclusive approach to their target audience has been a pivotal factor in the success of Nike's marketing strategy. It showcases their ability to resonate with a wide range of consumers, from professional athletes to environmentally conscious individuals.

Striving to create more eco-friendly materials as possible, bioplastic for their sneakers is used as a replacement for plastic, leather, and other materials.

Well known for the fact that Nike promotes its products through sponsorship agreements with influencing athletes, professional teams, and athletic teams.

- High level competition of Nike with Adidas and Reebok and other companies with the closely similar product line and common target markets.

- Limited exports of Nike products due to legal restrictions can be one reason for fewer sales or revenues.

- The economic and political situation of those countries manufacturing Nike products is also one main challenge.

- Being a global brand, controversies are sensitive to the company image.

Hence, these is some of the reasons why strategies are relevant for Nike.

The questions still arise, why do people go after Nike products even if several brands apply the same approach? Does Nike market segmentation do it differently?

With being able to pull effective Nike marketing plan guidelines over past years; the other part also had faced consequences and drove up on solutions-making with,

1) Advertising

One of the key parts of the Nike advertising strategy is advertising through television ads and other social media forms with affiliate marketing.

In 1982, Nike aired its first three national television ads during the broadcast of the New York Marathon.

2) New Media Marketing

Having to understand the importance of having different mediums along with display advertising, content marketing, and social media promotions, boosts Nike global marketing strategy in the right direction.

Nike is risk-taker, with the way to early application of internet marketing, email management technologies, narrowcast communication technologies, and broadcast to build multimedia marketing campaigns.

3) Emotional Branding

How undeniable that Nike always puts powerful emotions through the brand! The advertisement seldomly briefs on its products and services.

A few of the best ads and commercials from Nike quotes for motivation, inspiration, and greatness can be:

“We gave up giving up”,

“All you have to do is pick up your feet.”

“My better is better than your better.”

“Don’t believe you have to be like anybody to be somebody.”

The building of the right emotions by Nike effortlessly comes through curated content and narrative that again narrates a story; a tale of inspiration applicable to anyone to combat their challenges and meet their victory.

Instead, Nike emotional branding has been impactive followed as an effective strategy in the world of marketing at present. It inturns invokes emotions related to success, morale, victory, and self-improvement which makes it a powerful product.

4) Nike Target Market Segmentation

One thing marketers should learn from nike segmentation targeting and positioning

is understanding their customer.

And, Nike focuses very well on their main target markets for their product and services i.e., athletes, runners, and sports enthusiasts.

In the running years, it enlarges strategies to lead precise market segments for runners, women, and young athletes.

An observation is taken into action to create that meets the custom interests as per customer requirements.

5) Convey a Story

To have been accompanied by a global audience, another marketing strategy applies by conveying the story in simple and effective points rather than using descriptive or jargon with their brand voice.

In this way, they connect and try to encourage the masses to chase their dreams and “Just do it”.

An instance as shown in the above image; another excellent technique is their tagline which builds an emotional marketing story that relates to anyone to catch their dream and build customer loyalty,

6) Newsworthiness

This brand strategy uses newsworthiness to impact and appeal to a story. In most cases, it uses recent events or happenings about what people need or want to know.

It is also tricky to decide what stories to cover, but Nike evaluates and continues with newsworthy stories before the release to avoid controversies or false information.

This pattern could be applied based on events that impact your readers all over the world

7) Invest in Customer Loyalty

In Nike, it associates with diverse masses apart from the target audience. Does it have good customer loyalty? Yes.

With less loyal customers, the challenge to come up with anticipatory decisions and effectively plan your finances can be scary.

One of the reasons the brand is irresistible globally till current which is less surprising is sole because of customer loyalty. The precise, well-executed product and service not only attract new customers but retain customers with good profit margins.

- Nike is releasing “No Finish Line,” a new book that celebrates and figures Nike’s 50 years of game-changing design and innovation in the favor of athletes and sports. It lay down a design vision for the next 50 years.

- It applies measures to create a better future by investing in active and inclusive communities. Nike Community Impact Fund (NCIF), an employee-led and neighborhood-focused approach

in aid of local community organizations globally for a positive, effective, and making a play for all the kids.

- Nike made about 35% digital and aims to achieve 50% by 2025.

One of the best ephemeral approaches is that a part of Nike’s success goes to influencing and inspirational athletes such as Michael Jordan, Mia Hamm, Roger Federer, Tiger Woods, Kobe Bryant, Lebron James, and many others.

To truly appreciate the efficacy of Nike's marketing strategy, it's essential to trace the evolutionary path it has taken over the years. This retrospective analysis of Nike's marketing strategy is integral to our Nike marketing strategy case study. Here is a comprehensive exploration of the evolution of Nike's marketing approach:

The Early Years: Nike's origins can be traced back to its predecessor, Blue Ribbon Sports, which primarily served as a distributor of Japanese running shoes. During this nascent phase, Nike's strategy was firmly rooted in performance and innovation.

The Birth of Nike: In 1971, Nike emerged as a distinct entity, drawing inspiration from the Greek goddess of victory. This marked the inception of Nike's emphasis on empowerment and achievement, an approach that would become central to their branding.

Celebrities Take Center Stage: The 1980s heralded a new era for Nike, marked by the strategic use of celebrity endorsements, most notably with basketball icon Michael Jordan. These high-profile endorsements solidified a deep emotional connection between Nike and consumers.

The "Just Do It" Era: In 1988, Nike introduced its iconic "Just Do It" slogan, encapsulating the ethos of personal determination and resilience. Swiftly, it became synonymous with the brand's identity and mission.

Digital Transformation: Nike was an early adopter of digital marketing, recognizing the potential of the internet and social media. They harnessed these platforms to engage consumers through multimedia campaigns and create a digital presence that mirrored their innovative spirit.

Emotional Branding: Nike's pivot towards emotional branding represented a pivotal moment in their marketing evolution. Rather than simply showcasing products, they focused on evoking powerful emotions, such as success, motivation, and self-improvement. This shift solidified Nike as a potent and influential brand.

Sustainability and Inclusivity: In recent years, Nike has demonstrated a commitment to sustainability and inclusivity, both in their products and marketing. They aim to create eco-friendly products and promote social responsibility, aligning with the evolving values of today's consumers.

This journey of evolution highlights Nike's remarkable adaptability and capacity to align their strategy with changing consumer landscapes. From their roots in performance and innovation to their current focus on emotional branding, sustainability, and inclusivity, Nike's marketing strategy has continued to resonate with a diverse and ever-changing audience.

To harness the power of Nike's potent marketing strategy for your own brand, it's essential to follow a well-defined blueprint. This section of our Nike marketing strategy case study provides a step-by-step guide on how to apply Nike's principles to your brand effectively:

Know Your Audience Inside Out: Much like Nike, start by conducting thorough market research to understand your target audience's specific needs, preferences, and aspirations. Tailor your products and marketing strategies accordingly.

Forge an Emotional Connection: Take a page from Nike's playbook and aim to create profound emotional connections with your audience. Share compelling stories that resonate with your brand's mission and values, inspiring and motivating your customers.

Embrace the Digital Realm: Leverage the expansive digital landscape, including social media, content marketing, and multimedia campaigns, to amplify your brand's reach. Follow Nike's lead in utilizing these platforms effectively to engage and captivate your audience.

Champion Sustainability and Social Responsibility: If your brand aligns with sustainability and social causes, make them integral to your strategy. Showcase your commitment to positive change through sustainable practices and support for relevant social issues.

Consistency is Key: Maintain a consistent brand image and message across all marketing channels. This consistency not only reinforces your brand identity but also leaves a lasting impression on your audience.

Prioritize Innovation: Continuous innovation should be at the heart of your strategy, much like Nike's dedication to pushing the boundaries. Innovate your products and marketing strategies to stay relevant and capture the full attention of your audience.

Leverage Influencers and Celebrities: Collaborate with influencers or celebrities whose values align seamlessly with your brand's mission. This partnership can help expand your reach and enhance your brand's credibility, similar to Nike's successful partnerships with iconic athletes.

By following these steps, you can effectively incorporate the power of Nike's marketing strategy into your own brand. Building a successful brand, as exemplified in this Nike marketing strategy case study, requires a strategic approach, unwavering dedication, and a profound understanding of your audience's aspirations and needs.

Don't Wait, Just Do It

In the ever-changing field of marketing, the key to success is action. Much like Nike urges you to take action; we encourage you to propel your digital marketing career forward by enrolling in Sprintzeal's Digital Marketing Course. Don’t let your hesitation cost you your opportunities.

Equip yourself with the skills, knowledge, and confidence excel in the digital marketing domain. We curate and design our courseware to ensure you're well-prepared for the dynamic world of digital marketing. So, why delay? Enroll now , and allow us to help you make your career in digital marketing.

As per Wikipedia , During the Q1 of 2020, the company's online sales have grown by 36%. While the net income in mil. is $6,046 and revenue is $46,710 in 2022.

As per the Forbes report, Nike's Financial Summary for 2022, the revenue is $46.9 billion with assets of $38.6 billion and profits of $6.1 billion.

The following image gives a glance at the percentage growth with the approaches.

Image Source: Nike

Final Results

During the article study, we also found that problems may occur subsequently with changes made to the distribution, marketing, and management strategies of Nike.

Companies can refer to Nike's marketing strategy to influence the four Ps i.e, price, product, promotion, and place. New features may expand the changes to higher growth of the product and might develop a new market.

Source 1: Nike-A Case Study Just Do It

Source 2: Nike Marketing Case Study

Source 3: An Investment Analysis Case Study: Nike - NYU Stern

Research Details

This article emphasizes curated study from three case studies apart from Nike’s official website.

Therefore, all the effective strategies are presented for information and education means for readers in response to the current marketing issues along with the given references in this article.

Digital Marketing Masters Program Certification Training

Winning the market is one technique that Nike has been doing so well since its implementation till date. What’s even interesting is having to market its products under its various brands and subsidiaries.

The subsidiaries like Nike+, Nike Golf, Nike Blazers, Nike Pro, Air Jordan, Air Max, and other brands like Hurley Int., Jordan, and Converse.

In the field of such marketing, digital marketing plays a dominant role. To pursue a career in digital marketing training, choosing from a globally recognized ATO (An accredited training organization) from Sprintzeal accelerates your career of interest.

To explore more courses, consider visiting Sprintzeal’s all courses and earn a certification to level up your career.

For details or queries in your field, Click Here or chat with our experts , and our course experts will get to you.

What is the marketing strategy of Nike?

Nike's marketing strategy focuses on using compelling storytelling and imagery to make an emotional connection with its target audience. They leverage iconic slogans like "Just Do It," collaborate with high-profile athletes, and utilize social media to engage directly with consumers. By focusing on innovation, quality, and sustainability, Nike maintains a strong brand presence that resonates globally.

What is Nike's targeting strategy?

Nike has a diverse range of target audiences, ranging from professional athletes to recreational exercisers. They segment their market by demographics, psychographics, and behavioral data, tailoring products and marketing campaigns to specific groups. Nike also emphasizes inclusivity and diversity, ensuring their brand appeals to a broad and varied audience.

What are the pillars of Nike marketing?

Nike's marketing is built on three main pillars:

- Innovation: Continuously pushing the boundaries with new technologies and products.

- Athlete Endorsements : Partnering with top athletes to enhance brand credibility and reach.

- Emotional Branding : Tells touching tales that appeal to customers' emotions and help them relate to you personally.

What is Nike's personal selling strategy?

Nike's personal selling strategy focuses on creating personalized and immersive retail experiences. Their stores are designed to showcase the brand's lifestyle and innovation, with knowledgeable staff who offer expert advice and personalized recommendations. Nike also utilizes digital tools to enhance the shopping experience, such as the Nike app, which provides customized product suggestions and exclusive content.

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May 14, 2018

Wrapping Your Mind Around Brand Architecture – A Nike Case Study

Updated: Jan 2

It’s alright to be Goliath, but always act like David. ―Phil Knight

Building a brand is a complex and challenging endeavor, but managing a brand's structure and continuity with multiple sub-brands can be even more daunting.

That's where understanding brand architecture comes in. At its core, brand architecture refers to the relationship between a parent brand and its sub-brands, and how each sub-brand fits into the overall brand strategy.

In today's highly competitive business landscape, it's not enough to simply have a strong parent brand. To achieve sustained success, companies must develop a brand architecture strategy that supports the parent brand's macro vision while also differentiating each sub-brand and targeting specific customer segments.

Nike, one of the world's most recognizable brands, is a perfect example of effective brand architecture. Their vision statement, "To bring inspiration and innovation to every athlete in the world," serves as the ultimate macro brand mission.

By examining Nike's sub-brands, such as Nike SB, Jordan, Nike Free, Nike Golf, Converse, Hurley, and NikeLab, we can see how each sub-brand has a unique identity that resonates with its core customer while still supporting the parent brand's overall vision.

Through this article, we will dive deeper into Nike's brand architecture and explore how the company's sub-brands differ from one another while still contributing to the overarching brand strategy. We'll also discuss the history, target audiences, product offerings, brand partnerships, market performance, innovation, global reach, brand loyalty, and the future outlook for each sub-brand within Nike's vast portfolio (including a look into the cultural phenomena surrounding the Air Force 1).

Wall Street Zen: NIKE Inc Statistics & Facts

Nike: the parent brand.

Nike, Inc. is a global giant in the athletic footwear, apparel, and equipment industry. Founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight, the company officially became Nike, Inc. in 1971. From its humble beginnings, Nike has evolved into a household name and an emblem of sporting excellence.

Brand Identity

Nike's brand identity is built on a foundation of inspiration and innovation. Its mission is to bring these qualities to every athlete in the world, emphasizing that everyone, no matter their skill level, is an athlete. This inclusive approach has been a driving force behind the brand's global appeal.

Brand Strategy

Nike's brand strategy revolves around delivering cutting-edge performance products, leveraging athlete endorsements, and continuously innovating in design and technology. This approach has enabled Nike to maintain its leadership position and strong brand recognition for decades.

Nike Sub-Brands: A Comprehensive Analysis

Brand architecture: nike sb.

Nike SB is a sub-brand of Nike that was launched in 2002, and it stands for Skateboarding.

Nike SB is a great example of how a brand can effectively segment its products to cater to different consumers' needs.

With a unique vibe that distinguishes it from the other sub-brands such as Air Jordan and Nike Free. Free-living and alternative. It embodies the culture of west coast skateboard life and the youth that support it.

The brand has everything from footwear, clothing, a signature line, accessories and even a kids line that speaks to the skateboard culture.

Nike SB has a loyal following that identifies with its free-living and alternative lifestyle. They even have their social media platforms that feature athletes within this arena , the fashion, and the culture that skateboarding has come to embody.

What ties Nike SB back to its parent brand is the dynamic nature of its content that shouts innovation.

Despite the brand targeting a different market segment, it still transmits that same Nike energy.

This approach allows Nike to diversify its offerings while maintaining a consistent brand image across its sub-brands. By doing so, Nike can appeal to different consumer groups without diluting its brand equity.

BRAND ARCHITECTURE: JORDAN BRAND

The Jordan brand is an iconic name that is synonymous with high-fashion athleisure and performance apparel.

This brand has evolved over the years, starting with a gamble taken by Sunny Vicaro in the 1980s when he allocated Nike's entire $2 million endorsement budget on the back of Michael Jordan.

As we all know, Michael Jordan is a legendary figure and one of the most influential athletes in the world. He has built a brand that is renowned for its quality, style, and performance.

The Jordan products are not just clothing or shoes, they are considered art within their circles and attract top athletes and music producers.

Unlike Nike SB, the Jordan brand has a more sophisticated and upscale appeal, attracting consumers who appreciate high-end fashion and sportswear. But despite the difference in the target audience, the brand continues to produce innovative products that appeal to both the fashion-conscious and performance-driven.

Nike has done such a good job with their branding that many customers that identify with more than one of its sub-brands likely feel a higher level of affinity towards the brand as a whole.

The success of the Jordan brand is a testament to this strategy, as it has become one of the world's most valuable brands.

Michael Jordan has earned over $1 billion from his endorsement deals with Nike.

BRAND ARCHITECTURE: NIKE FREE

Within Nike’s overall brand architecture, they also have the Nike Free brand.

Aimed towards the runners of the world, this brand and product line focuses on a very different segment than Nike SB or Jordan.

With a spirit built around natural movement and how it relates to running and training, the campaigns they run focus on freedom and functionality for athletes.

The Nike Free mission is “Nike’s mission to create shoes that place an athlete closer to the ground, more in tune with one’s body and innate physical abilities.”

As you can tell, there is more of a focus on performance and training in the Nike Free universe.

However, you will see a strong influence of Nike Free in the Nike Run Club.

Nike is supplied by 122 footwear factories located in 12 countries.

Nike's commitment to performance is reflected in the design and production of their footwear. The company is supplied by 122 footwear factories located in 12 countries, each dedicated to delivering high-quality products that meet the needs of athletes worldwide.

Nike Free is no exception, with shoes that are designed to provide the support, comfort, and natural movement needed for runners to perform at their best.

Whether you're a professional athlete, an aspiring runner, or someone who values comfort and performance in their athletic footwear, Nike Free offers a unique brand experience that is focused on delivering innovative products designed to meet the needs of runners worldwide.

BRAND ARCHITECTURE: NIKELAB

Another sub-brand that is important to understand in Nike’s brand architecture is NikeLab. NikeLab is an exclusive brand that focuses on innovation and design.

It is a collaboration between Nike and leading designers, stylists, and artists from around the world, who work together to create limited-edition products that are available in select locations around the world.

NikeLab products are designed with premium materials and are often handcrafted to ensure the highest level of quality.

The brand is known for its unique and experimental designs, often exploring new ways to incorporate technology into fashion and performance wear.

NikeLab has collaborated with a range of designers and artists, including Riccardo Tisci, Virgil Abloh, and Jun Takahashi.

One of their most successful collaborations was with the Italian luxury fashion brand Stone Island, which resulted in a collection of highly sought-after garments that incorporated advanced fabrics and construction techniques.

NikeLab products are not widely available, and the brand maintains an air of exclusivity around its releases. This approach has helped to create a strong following among sneaker enthusiasts and fashion-forward consumers who value limited edition products and cutting-edge design.

BRAND ARCHITECTURE: NIKE GOLF

Established in 1998, Nike Golf initially aimed to cater to golf enthusiasts by offering golf clubs, golf balls, footwear, and apparel designed to enhance performance on the golf course.

Nike Golf's initial offerings included clubs, golf balls, footwear, and apparel, combining style and performance for golfers at various skill levels.

Similar to other Nike sub-brands, Nike Golf partnered with top professional golfers to showcase its commitment to excellence in the sport. Most notably the GOAT himself, Tiger Woods.

Nike Golf introduced groundbreaking golf technology, such as the Vapor Fly driver and RZN golf balls, demonstrating its dedication to advancing the game.

However, Nike Golf later shifted its focus solely to golf apparel and footwear, aligning more closely with its core strengths in sports apparel and ensuring a consistent brand image. Today, it continues to offer stylish, high-performance golfing options for enthusiasts worldwide.

BRAND ARCHITECTURE: CONVERSE

Converse, acquired by Nike in 2003, has a rich heritage in sneaker culture, dating back to 1908. It's known for iconic designs like the Chuck Taylor All Star.

Converse appeals to a broad audience, spanning generations. Its classic sneakers are worn by individuals of all ages, from teenagers to adults. Converse offers a wide range of sneakers, apparel, and accessories, with a focus on classic and timeless designs.

Converse holds a special place in pop culture, symbolizing rebellion, self-expression, and artistic creativity. While Converse maintains its classic appeal, it has also adapted to modern trends, collaborating with artists and designers to create unique collections.

BRAND ARCHITECTURE: HURLEY

Hurley, acquired by Nike in 2002, is deeply rooted in surf and skate culture. It was founded by Bob Hurley, a passionate surfer and entrepreneur.

Hurley's target audience includes surfers, skaters, and those who embrace the surf and skate lifestyle. It caters to individuals who value both performance and style.

Product Range: Hurley offers a range of surfwear, swimwear, apparel, and accessories designed for active lifestyles.

Like other Nike sub-brands, Hurley collaborates with athletes and influencers who embody the brand's ethos.

Hurley has taken steps toward sustainability, launching products like Phantom Boardshorts made from recycled materials.

Air Force 1: Cultural Icon of Sneaker Fashion

No comprehensive study of Nike's brand architecture would be complete without mentioning the Air Force 1. This iconic sneaker, first introduced in 1982, has transcended its role as athletic footwear to become a cultural phenomenon.

The Air Force 1, often referred to simply as the AF1, is known for its timeless design and versatility. It has found a place in the wardrobes of athletes, musicians, streetwear enthusiasts, and fashion icons alike.

The sneaker's sleek silhouette and distinctive features have made it a canvas for countless collaborations and customizations, further solidifying its status as a cultural icon.

In urban and streetwear culture, the Air Force 1 holds a special place. It has been featured in songs, films, and art, becoming a symbol of self-expression and style.

Nike has continuously reinvented the Air Force 1, releasing new colorways, materials, and limited-edition versions to keep it fresh and appealing to a diverse audience.

Shop Nike Air Force 1's on Amazon

Global Expansion Strategies

Nike's global expansion strategies vary by sub-brand, reflecting the distinct needs and preferences of different markets. While some sub-brands have a more widespread international presence, others maintain exclusivity in select locations.

Innovation at the Heart of Nike's Brand Architecture

Innovation has been a cornerstone of Nike's brand strategy from its inception. This commitment to pushing the boundaries of design, technology, and sustainability extends to all its sub-brands.

Technological Advancements

Nike has been at the forefront of technological advancements in athletic apparel and footwear. Across its sub-brands, it has introduced groundbreaking technologies like Nike Air, Flyknit, React, and Dri-FIT, enhancing comfort, performance, and style.

Sustainable Initiatives

Nike has also prioritized sustainability across its brand architecture. Sub-brands like Nike Free and Hurley have launched products made from recycled materials, contributing to environmental conservation.

Emerging Technologies

Innovation extends beyond products to emerging technologies. Nike has embraced digital platforms, augmented reality, and data analytics to enhance the consumer experience and personalize product recommendations.

Brand Loyalty and Community Engagement

Nike's sub-brands foster brand loyalty through various initiatives, including loyalty programs, brand communities, and events. These efforts create a sense of belonging among consumers and enhance their connection to the brand.

Loyalty Programs

NikePlus, the brand's loyalty program, offers members exclusive access to products, early releases, and personalized recommendations. It incentivizes repeat purchases and engagement with the Nike ecosystem.

Brand Communities

Each sub-brand cultivates its own community of enthusiasts. Whether it's skateboarders embracing Nike SB, runners joining the Nike Run Club, or sneaker collectors following NikeLab collaborations, these communities strengthen brand loyalty.

Events and Collaborations

Nike regularly hosts events and collaborations that bring consumers closer to the brand. These include product launches, athlete meet-and-greets, and special releases that create excitement and engagement.

The Future Outlook for Nike's Brand Architecture

As Nike continues to evolve in a rapidly changing global landscape, several trends and developments are shaping the future of its brand architecture.

Sustainable Innovation

Sustainability will remain a key focus, with Nike striving to reduce its environmental footprint and create products that align with consumer values.

Digital Transformation

Nike will further embrace digital channels, leveraging data and technology to enhance the consumer experience and drive online sales.

Inclusivity and Diversity

The brand will continue to champion inclusivity and diversity, recognizing that the world of sports and athletics is rich with diverse talents and stories.

Emerging Markets

Nike will explore opportunities in emerging markets, targeting regions where there is potential for growth and market expansion.

Collaboration and Partnership

Collaborations with high-profile designers, athletes, and influencers will remain a core strategy, driving interest and innovation.

We've explored the rich history, diverse sub-brands, target audiences, product offerings, and innovative strategies that have propelled Nike to the forefront of the global athletic apparel and footwear industry.

Each sub-brand within the Nike family contributes to the brand's overarching mission of bringing inspiration and innovation to every athlete in the world.

As Nike continues to innovate, adapt, and expand its brand architecture, one thing remains constant: its commitment to excellence and its status as a symbol of athletic prowess and style. Whether you're a skateboarder looking for the perfect deck, a runner seeking natural movement, a golfer aiming for excellence, a fashion-forward individual embracing iconic sneakers, or a sneaker collector

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Case Study of Nike: Building a Global Brand Image
Brand History. The idea of Nike began way back in the 1950s. A track coach by the name of Bill Bowerman was at the University of Oregon training his team. Bill was always looking for a competitive edge for his runners, like most of us today look for any advantage we can get. Bill said he tried using different shoes for his runners as well as ...
Nike Global Marketing Strategy 2024: A Case Study
Key Takeaways: Nike's revenue reached $39.1 billion in 2019, showcasing consistent growth and success. Nike operates 700 stores worldwide and has offices in 45 countries, ensuring a global presence. The Jordan brand, a Nike subsidiary, generated $3.14 billion in revenue in May 2018 and May 2019.
40.2 Nike: Building a Global Brand Through Storytelling and Innovation
40.2. Nike: Building a Global Brand Through Storytelling and Innovation. Nike, Inc. is a household name synonymous with athleticism, performance, and innovation. Through its creative marketing strategies and commitment to design, Nike has become a leader in the sports apparel industry. This case study will explore Nike's rise to prominence ...
How Nike's marketing strategies helped it become a global brand
Taimuraz Badtiev. Print Edition: Jul 06, 2014. Photo: Vivan Mehra. Executive Summary: Constant innovation has been the byword for Nike's success. This case study analyses the ever-evolving ...
(PDF) Nike-A Case Study Just Do It
Executive Summary. i Nike has gone 35% digital and is planning to reach 50% by 2025. It has shown immense. growth and is expected to close year 2022 with over 50-billion-dollar revenue ...
Crafting a Brand: The Story of How Nike Became a Global Icon
Nike, one of the world's most recognizable brands, has a unique and inspiring story of brand evolution. From humble beginnings as a small shoe company to becoming a global phenomenon, Nike's journey provides valuable insights into the power of branding and marketing. It all started in 1964 when Phil Knight, a runner and business graduate ...
Brand Management Internationalization: Case Study of Nike
case study, Nike is a well-known global brand that has managed its international brand image through effective brand management strategies. Nike's success in international markets is due to its ability to balance standardization and adaptation in its brand management approach.
(PDF) Globalization and Advertising: The Case of Nike
W hat follows in our case history is a close analysis of the Nike. Corpo r ati on's e fforts at the production of an image that has moved so suc-. cessfully internationally. Nike, in its ...
Nike Marketing Strategy
1) Advertising. One of the key parts of the Nike advertising strategy is advertising through television ads and other social media forms with affiliate marketing. In 1982, Nike aired its first three national television ads during the broadcast of the New York Marathon. 2) New Media Marketing.
Wrapping Your Mind Around Brand Architecture
Nike, Inc. is a global giant in the athletic footwear, apparel, and equipment industry. Founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight, the company officially became Nike, Inc. in 1971. From its humble beginnings, Nike has evolved into a household name and an emblem of sporting excellence.
Nike: Building a Global Brand Image by Penny Dewar on Prezi
Nike: Building a Global Brand Image Penny, Ziyang, Luca, Amber, Hudson and Jia Our case study Brand Ambassadors Brand Ambassadors Brand Equity Brand Equity Just Do It Campaign Just Do It Brand Loyalty Brand Loyalty Brand Awareness Brand Awareness Attitude Change Methods Attitude. Get started for FREE Continue.