Nike Case Study Essay

CN3334 Client Services in Advertising

Georgia-Zozeta Miliopoulou

Athanasios Louaris

ID 116435

2nd Assessment – Case Study

Table of Contents

• Introduction & Abstract ……………………page 3

• Introduction ctd…………………………….page 4

• Opportunity…………………………………page 7

• Solution……………………………………..page 8

• Findings & Conclusion…………...................page 10

• Appendices………………………………….page 11

• References ………………………………… page 13

Abstract Nike is a brand that has managed throughout these years to build a colossus company profile. Just do it campaign is one of the most iconic commercial “crusades” alongside big famous athletes that helped Nike deliver a more humanistic approach. With the “Possibilities” commercial Nike

Company initially had the role of a distributor for Onitsuka Tiger corporation. Women’s footwear is the biggest category, with 53% on footwear sales in 2015 with current value growth of 8% in 2015. Nike introduces its shoes in 1972. Company renamed their brand in 1978. By 1980, with Michael Jordan endorsement Nike became top brand company in the industry. The SWOOSH symbol is a graphic established by Caroline Davidson in 1971. It symbolizes the Greek Goddess NIKE. Caroline Davidson was a student of Portland State University specialized in advertising. Phil Knight, an accounting course teacher, asked Caroline to create a logo that could be placed on a shoe. In spring 1972, NIKE SWOOSH introduced to us and the rest is history (from Nike Consumer Affairs packet,

Nike all these years, apart from commercials and sales promotes something deeper than marketing goals. The campaign started back in the 80’s, in 1988, when Nike was trying to answer to Reebok’s dominant role in that area of sales. Nike’s main objective was to present sneakers as a fashion trend to consumers, basically to females, teens and males aged from 18 to 40. Main customers could be athletes, sports fanatics and children aged of 15 to adults. Throughout the campaign, Nike enrolled famous athletes all over the world like Ronaldinho, Michael Jordan and Kobe Bryant to deliver the main core of their campaign which was to move a step forward the company and target group to the “Just do it” mentality which is to actually make you feel capable of doing something instead of just thinking and not do it. Also there is a TV spot called “Possibilities” which had more than 4 million viewers during the first week of its internet debut. In this specific ad Bradley Cooper voices over the TV spot and we listen to him saying the following: “Listen, if you can run a mile, run a race. You know what? Run a marathon.”Simple, average persons are motivated through this and built an attitude where they can achieve more than they