Nike, one of the best known brands in the world, was established in the United States in 1972 by Phil Knight and Bill Bowerman. The name 'Nike' owes its origin to the Greek goddess of victory, Athena Nike.
In 1971, a graphic art student created the logo that became the memorable logo of Nike a little later. Nike is now omnipresent and is sponsoring the largest sports and sporting events in the world (recently the Rugby World Cup). The Nike advertisements are catchy.
The people are made aware of the various products that Nike has to offer by advertisements featuring great sports stars, like stars of football, rugby, tennis, golf, etc. These are a few reasons as to why we chose to study the strategy of this American company, which is one of the largest companies in the world.
Each Nike advertisement is full of originality, has sports stars and promotes the brand clearly and flawlessly.
This report, as original as the ads, will have the analysis of the four themes of Nike advertising in the first part; analysis of a selected Nike advertisement in the second part; discussion on time schedules in the third part, and the personal creation of a TV commercial in the last part.
The campaign of 2002 is among one of the biggest successes of Nike. It highlights all that represents the ‘freestyle', referring to the ‘free play', a nice technical move to fascinate people.
The spirit of the' street' is also emphasized, showing neighborhood streets with kids playing sport. Nike has used two main sports that best represent these sporting values, football and basketball. The sports stars used in the Nike advertisements are young unknown players with immense talent.
The campaign used in 2005 aims to fight against racism. That year racism had grown significantly in the medium og football. Nike takes the decision to sell united black and white bracelets and decided to promote the bracelets and ideas through advertising. The money that was raised was donated to an association fighting racism.
The campaign Mercurial Vapor is the last of the American brand since 2007. This particularly includes the ideas of Nike Pro based on performance. Nike has released the big game helped by the media, including the internet to launch the new version of the range ‘Mercurial Vapor'.
Tags: Nike, advertising campaign, strategy
[...] In its advertising, sports stars are staged with young unknown talent. We chose football advertising with a new set of characters that year: Stickman, a simple, black elastic character, makes us think of the traffic signs. The scene takes place in the day, under the bridges of Paris. The tags are drawn on the walls of an environmental "street." Young people dressed in sportswear play "freestyle football", and Stickman appears to challenge them. Each showcases his talent with a Nike ball, with young people and their skills on one hand, the Stickman and his ethereal gestures on the other. [...]
[...] With this conclusion, like the referee after the game, we hope to meet the expectations of the audience and the supervisor of this event. Just for health . [...]
[...] However, at the end of the gesture, Stickman piques the ball by replacing it with a similarly shaped head. The advertisement then ends with a touch of humor, which shows Ronaldinho smiling, and we can hear laughter. This advertisement shows us the main target of Nike, the young athletes and enthusiasts of this kind of sport. The campaign logo poster with Stickman and a young athlete Stand up, Speak up This campaign which dates back to 2005, aims to fight against racism. [...]
[...] The famous bracelet sale One of campaign posters during the campaign. with Thierry Henry in particular. Nike Pro Also produced in 2005, the campaign "Nike Pro" takes this time for player in professional sports that are used as global icons, representing an athlete, sports and even a country: Thierry Henry, Rafael Nadal or Frederic Michalak are present .The main themes of the campaign performance, effort, physical concentration highlighted by athletes on posters or in spots, hence the slogan: "The secret weapon of the athlete."It can be seen in various commercials that athletes wear Nike Pro clothing, very tight, highlighting muscles and quickly remove perspiration. [...]
[...] It is 30 pm and we are somewhere near the city of Manchester (England). We also present the two adversaries, the sports car on one side, and the athlete and his shoes "Mercurial Vapor IV" on the other, knowing that one has the shoes. It's actually a race to see who is faster between the driver and his sports car. The protagonists appear separately and test their "weapons". Cristiano Ronaldo feels confident and does not hesitate to "chamber" his opponent just before the race, making a sign to it which is well positioned behind the starting line. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
