Nike most trusted America based N brand, rules over the sports world all over the globe. As of later 2020 the organization had count of 76,700 employees worldwide. Around in early 2020 the brand was at 89th position in brand fortune 500 list counting 32 billion making it shine as most valued brand in sports world. Nike is shining in the sports market since 1964 when started as a Sports equipment's company. This blog is a comprehensive examination of Nike marketing techniques, including their target market, social media strategy, marketing mix, digital marketing presence, campaigns, and marketing activities throughout the ongoing pandemic. About Nike: In 1964, Phill Knight track athlete and his coach Bill Bowerman founded Nike originally known as Blue Ribbon Sports (BRS) in Eugene. With partnership with Japanese shoemaker Onitsuka Tiger formed BRS. Till end of 1964 the BRS sold around 1300 pairs of sports shoes and earned 8,000. In early the annual net gross of BRS reached up to 20,000. Later in 1966 BRS opened its retail store at Santa Monica, California. Later in 1971 relationship between BRS and Onitsuka Tiger came to an end. Then BRS was www.theenterpriseworld.com | 51
newly born with expansion and a new name “Nike”. Its first Building Taglines and Stories product designed by Carolyn Davidson named as Swoosh was used by Nike on 18th June 1971. In middle of 1980 Nike got Nike focus on creating meaningful stories to build a 50% share in U.S. sports shoes market. In December of the loyal fan base. Nike prompts emotion in the customer same year Nike gone public and a new story began in the through “emotional branding”. Carefully crafted ads aim growth of Nike. give rise to particular feelings and make the Nike products more meaningful through the eyes of the Nike had Wieden+Kennedy as their primary advertising customers. partner. Co-founder of the advertising company Late Dan Wieden coined the most famous slogan for Nike “Just Do It” Financial Statistics in 1988 Nike ad campaign. Throughout the whole year Nike expanded with a rapid speed. The growth of Nike went on a Nike's digital marketing strategy has brought success. rapid rate. Around in 2013 Nike replaced Alcoa and was made Nike is the most valuable global apparel brand with a a member of the Dow Jones Industrial Average. In December brand value of 28 billion dollars as per the records of 2013 Nike's profit rose to 13% in global orders. For the 2018. They held the largest market share with 2.8 budgetary year 2018, Nike reported earnings of US$1.933 percent in 2017. The company's financial record is also billion, with annual revenue of US$36.397 billion, an increase strong. In the last consecutive 4 years, Nike generated of 6.0% over the previous budgetary cycle. Nike's shares over 30 billion dollars in revenue. traded at over $72 per share, and its market capitalization was valued at over US$114.5 billion in October 2018. Targeting Targeted Audience Marketing Strategies: Nike has a special targeting strategy who targets the audience who actually needs the products. E.g. Nike Nike being a global brand gained more popularity just because believes in sponsorships. Nike promotes their product of the quality products. Being a sports brand added more through celebrity athletes gradually leading in options for promotions and mouth publicity. In 1982 first approaching a targeted audience crowd. advertise of Nike was aired, created by advertising agency Wieden+Kennedy during the New York Marathon. With this The brand always uses cutting-edge technologies like the Cannes Advertising Festival honored Nike as the first hyperadapt. Their mission is “To bring inspiration and company to receive the honor twice of Advertiser of the Year innovation to every athlete in the world” and as we all in 1994 and 2003. know their tagline is “Just Do It”. They have a strong product portfolio in various interrelated business Nike now promotes its products through sponsoring segments to retain their customers and provide bundle agreements with celebrity athletes. Nike's first professional products to them. athlete to promote Nike's product was Romanian tennis player Ilie Năstase. Nike has also sponsored many other successful Campaigns: track and field athletes over the years, such as Sebastian Coe, Carl Lewis, Jackie Joyner-Kersee, Michael Johnson and Nike advertisements have always delivered powerful Allyson Felix. The underwriting of basketball player Michael messages that stay with viewers for a long time. Jordan in 1984, with his subsequent promotion of Nike over the course of his career, with Spike Lee as Mars Blackmon, The label's well-known \"Just Do It\" mission statement proved to be one of the huge boosts to Nike's glare and sales. has appeared in the list of iconic advertisements over the years. The company has earned a reputation for being Digital Marketing: one of the most creative advertisers in the business. Nike's best of the digital marketing campaigns has some basic Charles Barkley's \"I Am Not a Role Model\" (1993) aspects including some of the best digital marketing campaigns of Nike. The leading sportswear cast Charles Barkley in its 1993 commercial who raised a valid point “Just because I Nike believes in marketing strategy is brilliantly supported by dunk a basketball doesn't mean I should raise your kids”. effective ads. Nike doesn't just sell their product but they sell The statement created controversies in Unites states. aspiration. Barkley was not the only one to make this point at the time, but his message was amplified through this ad. 52 | November 2022
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Tiger Woods “Hello World” (1996) COVID 19 Scenario: With their \"Hello World\" promotional video, the leading Lockdown and Covid 19 can be said to be the worst years sportswear presented Tiger Woods to the world when he in world history after world wars and pandemics. The virus started playing professionally in 1996. Few could have made many unrecoverable damages. Many of the people foreseen then how influential Woods would be in the world lost their loved ones, some lost their job and some lost their of golf, but Nike's ad boldly predicted his accomplishments big set-ups raised with hard work. In this scenario many that would shortly follow. The ad gone air and slowly got companies and their owners came forward to help people more popularity in those days. globally. Equality (2017) With the same though some companies over came this phase yet impact of Covid continued on many of the Nike deliberately harnessed the sport's supremacy, as well companies. Currently, it been almost three years for Covid as its athletes', to fight impairment and discrimination in its outbreak yet companies striving hard to come up the loss February 2017 video advertisement. The campaign urged bared in those years. Although safety was more important at people to implement the sportsmanship and justice they the situation but after all it has to been left back and starting witness on the court or on the playing field in their again is what needed. Many of companies like Nike everyday lives. It wasn't made to advertise a product. supported citizens and government to over come the phase. Instead, the label and the athletes intended to highlight a Nike held campaigns and session for employees addressing major social issue in the United States. people and their employees to be aware as well as assuring them safety and security. Nike addressed their customers The tagline of this campaign was, “The ball should bounce and employees, “For the continued safety and wellbeing of the same for everyone, on or off the field of play.” 54 | November 2022
our teammates and customers, our Nike-owned and operated stores will remain temporarily closed in multiple countries around the world. Stores in selected locations are open based on guidance from health and government authorities.” Conclusion: In summary, Nike is the market leader because of its dominant worldwide presence and leadership. Because of its inviting environment, and unrivaled service, a customer's experience at a Nike store is undoubtedly unlike any other sports equipment's shop. Their welcoming “perfect sports associated atmosphere” should be a long-term competitive advantage. The company's retail outlets and on-site collaborations have earned higher response rates, putting them in front of the pack in the mature business. As a result of its all-encompassing marketing approach, Nike enjoys a strong market position. www.theenterpriseworld.com | 55
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