Nike Term Paper

ASSIGNMENT DECLARATION FORM

Lecturer: Emer Fay

Module Name: contemporary sports management Date of Submission: 17th November 2017 We declare that the work contained in this submission is our own work, and has not been taken from the work of others. Any sources cited have been acknowledged within the text of this submission.

We have read and understood the policy regarding plagiarism in ITB.

Karl Canning B00106861 Aaron Ball B00101168 Luke Heeney B00107437

Table of contents

Assignment decoration form page 1

Table of contents page 2

Introduction

In comparison to Nike’s closest competitor, Adidas, the figures are miles apart, in 2014 Adidas spent around €2 billion ($2.7 billion in 2014) on marketing. (www.warc.com, 2014) This is a full $300 million in the difference and contributes to Nike’s successes in marketing itself.

Advertisement

The money Nike spends on advertisement is wide-ranging in terms of the different ways the brand is advertised.

The most prominent way Nike do this is in local stores, for example in JD sports, not only do JD sports carry the Nike product, but the Nike product is very often displayed in the window of the store, this means it is the first product the consumer sees before entering the store and thus is in their mind when they are looking around the store.

Another example of Nike advertisement in effect is the placement of products on social media, Nike pay multinational corporations like Facebook, Instagram, Twitter and Snapchat amongst others to display their products to users of the social media website, this gives Nike the exposure to show off their products to consumers and boost their sales. Sponsorship of successful

The idea of the release of these running shoes was Nike s obsession with colours (Nike.com 2017). the colour designers worked collaboratively with the flyknit engineers in 3 different design zones with one of these zones being the pure platinum zone. The retail price for the running shoes would be about $190.

Conclusion of Nike:

So, as you can see from our research and information it is obvious that Nike is a world recognised brand. One of the main reasons to why it has become a world recognised brand is because of the way it markets itself. Nike markets itself through the use of social media such as twitter, snapchat, Facebook and Instagram. Nike also use advertisement on TV, in papers/ magazines, sponsorship of successful athletes, sponsorship of successful sports teams, media/press releases and creation of new products to market itself.

Nike is an American sportswear company and is the largest sportswear company in the world with revenues of $32.2 billion. When Nike was first founded it was named as Blue-Ribbon Sports in 1964 but in 1978 it was renamed Nike which is the Greek word for