Sport has taken an important place in the society: L'Equipe is now the leading newspaper in France, ahead of Le Monde. The most purchased video games pertain to sports (GranTurismo, Fifa Soccer….). Young people dress with clothes (Adidas, Reebok, NIKE, Fila, Caterpillar, New Balance, Aigle, Timberland, Quicksilver, Oxbow…) that represent the majority of the sports lifestyle. One way of personal development and communion: sport embodies the will to “win”, to cultivate one's appearance and looks. Major sporting competitions are great moments of public life (communion in stadiums and on the streets to celebrate) broadcasted on channels worldwide. The practice in a club or association is developing: the staff of sports associations have increased much over the last twenty years: they accounted for 16% of the population in 1999 (Source: Credoc), or one in five adults. We have also counted 14.3 million dismissed in 1998 as against 9.5 million in 1980. (Source: Francoscopie 2001). Sport has also evolved with society: modes succeed faster, amplified and relayed by the media. This trend has been fueled by technology which helped invent new disciplines or renew old: winter sports (skate board, inline skating, snowboarding, jetski, ULM ...) and outdoor (climbing, hiking, mountain biking ...) are in full “boom”.
[...] In this type of communication, creative strategy plays on the imaginary and symbolic side, since you can not refer to specific qualities of the product, but the particularity of a specific positioning of the brand, that is its special personality. NIKE aims to maintain its reputation. Since the communication is on NIKE, no product is presented. The slogans, the alibi narrative have no other purpose than the promotion of the brand. The objective is to reinforce the regular customer of NIKE, by sending a message likely to strengthen loyalty. [...]
[...] Strategy of creation: what does it talk about? Tennis? Perhaps, through its association with the sporting event. Of youth, certainly. How not to see a reference to the situation of so many young people deprived of future, with the feeling of being locked in a trap, and “hitting the bottom”? From this point of view, the NIKE speech is less provocative than it seems. It greatly relates to surrounding of normality: there is no alternative to the jungle, only the strongest can help you out. [...]
[...] Strategy of creation To illustrate our point, we take the example of two advertising posters for the campaign around Roland Garros in 1997. First step: assumption Underground parking is necessarily a source of insecurity. Why the challenge? This theme of insecurity is a topic mentioned regularly, even more with the elections. Second stage: outbidding This assumption having been made, we must create the surprise by a paradox: the insecurity of parking is insignificant in terms of what happens on the Roland Garros central. [...]
[...] Some of these partnerships have been important successes. What really kicked off sales of NIKE was the exit of the famous NIKE AIR and its partnership with Michael Jordan. NIKE specially created a pair of sneakers for Michael Jordan: AIR JORDAN. The fact that they are illegal in the NBA made them immediately popular: they were white, red and black. The black shoes were banned at the time. Each time he wore them, he received a fine of $ 1000. [...]
[...] Part Strategy of resources 2. Media Television NIKE is present on television screens through sports channels. The mark thus ensures a presence during the full broadcasts of its athletes, but also in the news and sports programs that recount the results of the tournament. During this period, no television advertising for the event has been set up, unlike other advertising campaigns associated with Roland Garros. Display Characteristics of media It is the mass medium par excellence since it is the only one to be offered to all, free, on the street. [...]
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