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Nike's Stereotypes

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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, …show more content…

(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 …show more content…

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

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The music or song in the background, grasps the audience’s attention instead of a dialect only video that would take away from the action in the commercial. The audience will react to the storyline in a very positive way and feel excited to go buy the new Nike equipment to get them ready for the World Cup. Like the other commercial they used Ethos in the commercial by using famous players in the matches. In whole video the players were being showcased and were doing crazy amounts of tricks thanks to the affects of the animation. The target audience will automatically notice a specific player, if not all of them, and immediately give Nike creditability.

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The commercial depicts a black and white athlete going face to face doing pushups and racially diverse athletes straining together in the weight room. By casting both black and white athletes, Under Armour aims to address racism. Evidence from the study “Its Gotta Be the Shoes: Youth, race, and sneaker commercials” supports the positive impact of this commercial on the black male community. Black respondent groups in the study stated that the portrayal of “both playing style and cultural identification” were important in their identification with black athletes (Wilson and Sparks 416). Thus, it is safe to say that black males benefitted from this representation, however, the same cannot be said for the black female community.

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Another rhetorical feature used by Nike in the “Ripple” commercial that runs hand in hand with music, is tone. In writing, tone is the essence in which is presented throughout the advertisement. Like most sports apparel brands, Nike usually uses advertising that provokes motivation through intense training videos of athletes sporting their gear, or high energy training. These videos are accompanied with upbeat music that sparks different emotions and reaches the rhetorical appeal, pathos, from different means. The tone that is created in the Rory Mcilroy Nike advertisement is much different than the up tempo commercials even though it acts mainly on the same appeal.

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When looking at the visuals of the ad we see athletes running up and down a basketball court, hitting baseballs, shooting a basketball, catching touchdowns, and hitting a punching bag. Accompanying these visuals we here the narrator’s words and can understand the qualities these athletes possess, and how their actions have led them to become legendary. For example, we hear the narrator say for the baseball scene that “It’s about having the courage to fail.” According to the advertisement, the audience is to understand that acting courageous and having courage are necessary to become a legend. The audience is supposed to know that having the courage and acting brave is important to have if one wishes to become legendary.

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The commercial is a powerful, motivating statement that is centered to attract not just athletes but the everyday person. It is used to motivate everyone from children in

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Nike draws in peoples’ attention and gets viewers to agree with them and buy their product with the help of these three factors. Nike is a very successful company because of how they draw in their audience and display their commercials using ethos, pathos, and logos. The company Nike just celebrated their 25th “Just Do It” anniversary. The commercial is filled with

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The difference between the athletes and regular people is that the athletes fought through the hardships they were faced with. The name of the commercial must imply that the road to becoming perfect is not without any endeavors as shown throughout the ad. At the end of their training sessions, all four athletes were shaving with Gillette safety razors. The timing was perfect here because after the rigorous training they went through, they all came back

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The best thing about having athletes as an audience is that there is no age limit. There will always be athletes in the world and most athletes begin their journey as children meaning their Pruitt 2 whole lives have been revolved around sports and that they have been wearing sports apparel their whole lives. And when they get older, in most cases, athletes produce athletic offspring who can follow in their parent’s footsteps. With the two advertisements, they both promote sports that are very mainstream and will last forever because the market is constantly expanding and more athletes are getting better at their crafts that the competition level will constantly

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Throughout the years Nike has dominated shoe sales against other competitors. Nike is known for their marketing concepts including putting a lot of time into their commercials. The quality of commercials has a lot to do with how much a product sale. Nike does a great job using music, humor, and celebrity endorsement to push interest to their products. In the commercial “LeBron James Nike Pool” Nike uses three advertising techniques such as; Music, Humor, and Celebrity endorsement to appeal to their customers.

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LeBron James and Serena Williams are used to show how successful anyone can become with hard work. The Declaration of Independence can be applied to this advertisement because it is what America free, gives people certain rights, and states we are all created equal. The advertisement used a minority race to really capture the concept of everyone being equal. Common stereotypes of African Americans were twisted by Nike in a helpful way that further expressed their

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It secures the athletes and give them trust and dedication to fight for their ultimate goal to achieve. Nike's ads are basic , but very effective. Nike's pathos is if you wear nike you don’t have to worry about anything; your in good hands ,the products will not fail you. It will help you strive for your goal you want to accomplish. All in all, nike is making advertisements that their products are the best and better than the competition.

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Goals Nike focuses on pursuing opportunities and improving their product to enhance the human potential. Thereby they create product, services and experiences for athletes helping them overcome limitations such as climate and road types. Core Competency and Sustainable Competitive Advantage Nike’s have maxims to help Nike employees to create better products and provide better services for the customers. Henceforth creating better customer value compared to companies.

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The legendary position that Nike enjoys today has been achieved through attractive and innovative design, high quality production and effective marketing strategies. There are very many marketing strategies that the company has put in place to make sure that its products appeal to different segments of the market.

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Nike has sustained positive revenue in a worldwide market focusing on a healthy and active lifestyle. For the past 3 years Nike has gained a gross profit ratio of 8.73% in fiscal of 2013, 10.28% in fiscal of 2012, and 8.28% in 2011 . Thus showing the financial power Nike has, well the firm holds a net income of 2.5 billion in the fiscal year of 2013. Nike’s largest product category is footwear, representing over 55% of the companies revenue. Nike uses their financial resources ability to obtain large advertising plots, whether it is a commercial on television, advertisements on the Internet, or product promotion in athletic facilities.

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Nike has managed to shift their Manufacturing unit into Asian country’s were the labor is cheap to be exact wages of USD1 an hour were so little as one-tenth of those given in the US. No wonder that a pair of shoes which were sold for $150 in 1991 is made by indoasian women who were 58 cents a day but the situation has started to change and due to that reason the company has managed to minimize cost of production and not only double triple the the revenue as comparing to the year 1996. Finally we come up with promotion and advertising campaigns which became a grand success not only because they introduced sportspersons , they also introduced innovative ideas and wise strategies and the image of the Product, due to this process we can say that Nike targeted a huge no of audience and created a Prestigious brand which will be easily available for average people . they also came up with great tag lines such as ‘there is no finish life’ , and in the 1980 they changed it into “ JUST DO IT “ these quotes of tag lines are considerd very simple but very attracting and extremely encouraging for the customers .

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