Brand and communication - Nike: The goddess of marketing

Abstract

History

Phil Knight and Bill Bowerman imported Japanese shoes and created BRS “Blue Ribbon Sports”.

First polemic with the advertisement “you don't win silver – you lose gold” First partnership with football team

Strategy of Nike

Knight & Bowerman sold the shoes in special athletes events, themselves.

Apparition of a marketing strategy: based on people who are athletic oriented.

Good communication with athletes due to their knowledge about sport.

Able to explain the technologies and advantages.