Marketing Strategy of Nike

Post by Lily Smith

Nike’s advertising and marketing strategy is an important part of the company’s achievement. Nike is positioned as a top quality-brand name, offering properly-developed and costly merchandise. Nike lures clients with a marketing and advertising method centering all around a brand name picture which is attained by distinctive logo and the advertising and marketing slogan: “Just do it”. Nike promotes its items by sponsorship agreements with celeb athletes, specialist teams and school athletic groups. Even so, Nike’s marketing combine contains several aspects besides marketing. These are summarised under.

Advertising and marketing

In 1982, Nike aired its first national tv adverts, designed by recently shaped ad agency Wieden+Kennedy, throughout the New York Marathon. This was the starting of a productive partnership in between Nike and W+K that remains intact right now. The Cannes Marketing Festival has named Nike its ‘advertiser of the year’ on two separate situations, the 1st and only firm to obtain that honor twice (1994, 2003).

Nike also has earned the Emmy Award for very best business two times given that the award was initial developed in the 1990s. The 1st was for “The Early morning Following,” a satirical glimpse at what a runner may possibly deal with on the morning of January one, 2000 if every single dire prediction about Y2K came to fruition. The 2nd Emmy for advertising and marketing earned by Nike was for a 2002 spot known as “Move,” which showcased a sequence of famous and daily athletes in a stream of athletic pursuits.

In addition to garnering awards, Nike advertising has produced its fair share of controversy:

Beatles tune

Nike was the concentrate of criticism for its use of the Beatles tune “Revolution” in a 1987 commercial, towards the wishes of Apple Records, the Beatles’ recording organization. Nike compensated ,000 to Capitol Documents Inc., which held the North American licensing rights to the Beatles’ recordings, for the proper to use the Beatles’ rendition for a 12 months.

Apple sued Nike Inc., Capitol Records Inc., EMI Records Inc. and Wieden+Kennedy marketing company for million. Capitol-EMI countered by saying the lawsuit was ‘groundless’ simply because Capitol had certified the use of “Revolution” with the “active assist and encouragement of Yoko Ono Lennon, a shareholder and director of Apple.”

According to a November nine, 1989 report in the Los Angeles Day-to-day News, “a tangle of lawsuits amongst the Beatles and their American and British file companies has been settled.” One situation of the out-of-court settlement was that terms of the agreement would be stored solution. The settlement was achieved amid the three parties concerned: George Harrison, Paul McCartney, Ringo Starr Yoko Ono and Apple, EMI and Capitol Information. A spokesman for Yoko Ono mentioned, “It is such a confusing myriad of problems that even people who have been close to the principals have a challenging time grasping it. Attorneys on both sides of the Atlantic have most likely put their youngsters via university on this.”

Nike discontinued airing ads featuring “Revolution” in March 1988. Yoko Ono later on gave permission to Nike to use John Lennon’s “Instant Karma” in an additional advertisement.

Minimal Threat advertisement

In late June 2005, Nike obtained criticism from Ian MacKaye, owner of Dischord Information, guitarist/vocalist for Fugazi &amp The Evens, and entrance-man of defunct punk band Minimal Menace, for appropriating imagery and text from Minimal Threat’s 1981 self-titled album’s cover artwork in a flyer promoting Nike Skateboarding’s 2005 East Coast demo tour.On June 27, Nike Skateboarding’s internet site issued an apology to Dischord, Small Threat, and supporters of both and declared that they attempted to get rid of and dispose of all flyers. They state that the individuals who intended it ended up skateboarders and Minor Threat fans by themselves who designed the advertisement out of respect and appreciation for the band. The dispute was ultimately settled out of court in between Nike &amp Small Risk. The precise specifics of the settlement have by no means been disclosed.

Chinese-themed advertisement

In 2004, an ad about LeBron James beating cartoon martial arts masters and slaying a Chinese dragon in martial arts offended Chinese authorities, who referred to as the advert blasphemous and insulting to national dignity and the dragon. The advertisement was later on banned in China. In early 2007 the advert was reinstated in China for unfamiliar good reasons.


Nike pays top athletes in a lot of distinct sports to use their goods and encourage/advertise their technology and layout.

Nike’s very first specialist athlete endorser was Romanian tennis player Ilie N?stase, and the company’s initial track endorser was distance managing legend Steve Prefontaine. Prefontaine was the prized pupil of the company’s co-founder Bill Bowerman whilst he coached at the University of Oregon. These days, the Steve Prefontaine Creating is named in his honor at Nike’s corporate headquarters.

Aside from Prefontaine, Nike has sponsored many other effective track &amp discipline athletes over the decades this kind of as Carl Lewis, Jackie Joyner-Kersee and Sebastian Coe. Nonetheless, it was the signing of basketball participant Michael Jordan in 1984, with his subsequent promotion of Nike over the course of his storied occupation with Spike Lee as Mars Blackmon, that proved to be one particular of the biggest boosts to Nike’s publicity and income.

During the previous twenty decades specially, Nike has been one particular of the key clothes/footwear sponsors for foremost tennis players. Some of the much more productive tennis players at the moment or previously sponsored by Nike contain: James Blake, Jim Courier, Roger Federer, Lleyton Hewitt, Juan Martín del Potro, Andre Agassi, Rafael Nadal, Pete Sampras, Marion Bartoli, Lindsay Davenport, Daniela Hantuchová, Mary Pierce, Maria Sharapova, Serena Williams.

Nike is also the official kit sponsor for the Indian cricket team for 5 decades, from 2006 till stop of 2010. Nike beat Adidas and Puma by bidding greatest (US Million whole).

Nike also sponsors some of the top clubs in planet football, these as the Brazil Countrywide Staff, Portugal Countrywide Staff, Netherlands National Group, US National Group, Manchester United, Arsenal, FC Barcelona, Inter Milan, Juventus, Shakhtar, Porto, Steaua, Red Star, Boca Juniors, Corinthians, Club América, Aston Villa, Celtic and PSV Eindhoven. Nike will also sponsor Dundee United from summer time 2009.

Nike sponsors a number of of the world’s prime golf gamers, which includes Tiger Woods, Trevor Immelman and Paul Casey.

Nike also sponsors numerous minor events such as Hoop It Up (substantial college basketball) and The Golden West Invitational (substantial college track and subject). Nike employs web internet sites as a promotional tool to cover these events. Nike also has numerous websites for personal sports, including,, and

About the Writer

I was surprised by a nike outlet, not the spirit just do it, but the independence of the mind!