Nike's Stereotypes

The diverse world of sports is one of the largest markets on the planet. Millions of people across the globe dedicate at least a portion of their time and energy into watching or playing the vast array of activities that sports have to offer, and why wouldn’t they? These activities which out on display some of the best abilities of the human body, are an enjoyable way to get in shape, and/or spend time with family and friends. Therefore, the market for an array of sports related items is only growing, and advertisers are searching for unique ways to attract attention to their product. Nike for example is one of the most successful sports brands in the world. This company is at the forefront of sports marketing, with ads that are revolutionary,

(Cite) It seems strange that Nike would invest so heavily in getting athletes to wear their product. However, based on findings in a recent report, celebrity endorsements are incredible in creating purchase intention by the consumer. (Cite) When the viewer of this ad views an athlete of the caliber of a Mo Farah wearing Nike products they relate Nike with success and their favorite athlete, encouraging them to buy not only a specific product, but the brand as well. This is partially why Nike has done so well in selling to the younger generation throughout the years, they chose athletes who meet strict standards of behavior and achievement. These are the athletes that young kids and young adults support. Mo Farah for example is an athlete with an extraordinary character and attitude, and unparalleled success in distance running. This along with his humble beginnings are relatable for many. Therefore, the viewer of the ad both relates to the cover athlete and desires to wear their product, but is inspired by his narrative and the caption on the

This caption reads, “Don’t dream of winning. Train for it.” This caption may seem strange because it seems that they are not even advertising their product. Instead they are encouraging hard work. While this may seem strange, it is actually a brilliant marketing strategy in multiple ways. Firstly, these days, advertisements are everywhere, countless companies are constantly pushing their products. Nike however takes a refreshingly new approach. They instead appeal to an emotion to be successful that most people share. This creates relatability. When a viewer can relate to an ad, they are more likely to either buy the product, or become more supportive of the brand, possibly buying products in the future. Secondly, this caption is effective because it creates a desire within the viewer to get out and work. Work on their dreams of athletic achievement. Conveniently, Nike is the biggest sports apparel business supplier there is. Therefore, when they go to start, “Training,” Nike will be subconsciously on their mind, and they are likely to get Nike gear. Therefore, this caption as well as the ad in its entirety is very successful in spreading their