Nike Marketing Strategy
Nike 's marketing strategy is an important component of the company 's success. Nike is positioned as a premium-brand, selling well-designed and expensive products. Nike lures customers with a marketing strategy centering around a brand image which is attained by distinctive logo and the advertising slogan: "Just do it".[40] Nike promotes its products by sponsorship agreements with celebrity athletes, professional teams and college athletic teams. However, Nike 's marketing mix contains many elements besides promotion. These are summarised below.
Advertising
In 1982, Nike aired its first national television ads, created by newly formed ad agency Wieden+Kennedy, during the New York Marathon. This was the beginning of a successful partnership between Nike and W+K that remains intact today. The Cannes Advertising Festival has named Nike its 'advertiser of the year ' on two separate occasions, the first and only company to receive that honor twice (1994, 2003).[41]
Nike also has earned the Emmy Award for best commercial twice since the award was first created in the 1990s. The first was for "The Morning After," a satirical look at what a runner might face on the morning of January 1, 2000 if every dire prediction about Y2K came to fruition.[42] The second Emmy for advertising earned by Nike was for a 2002 spot called "Move," which featured a series of famous and everyday athletes in a stream of athletic pursuits.[43]
In addition to garnering awards, Nike advertising has generated its fair share of controversy:
Beatles song
Nike was the focus of criticism for its use of the Beatles song "Revolution" in a 1987 commercial, against the wishes of Apple Records, the Beatles ' recording company. Nike paid $250,000 to Capitol Records Inc., which held the North American licensing rights to the Beatles ' recordings, for the right to use the Beatles ' rendition for a year.
Apple sued Nike Inc., Capitol Records Inc., EMI Records Inc. and Wieden+Kennedy advertising agency
Advertising
In 1982, Nike aired its first national television ads, created by newly formed ad agency Wieden+Kennedy, during the New York Marathon. This was the beginning of a successful partnership between Nike and W+K that remains intact today. The Cannes Advertising Festival has named Nike its 'advertiser of the year ' on two separate occasions, the first and only company to receive that honor twice (1994, 2003).[41]
Nike also has earned the Emmy Award for best commercial twice since the award was first created in the 1990s. The first was for "The Morning After," a satirical look at what a runner might face on the morning of January 1, 2000 if every dire prediction about Y2K came to fruition.[42] The second Emmy for advertising earned by Nike was for a 2002 spot called "Move," which featured a series of famous and everyday athletes in a stream of athletic pursuits.[43]
In addition to garnering awards, Nike advertising has generated its fair share of controversy:
Beatles song
Nike was the focus of criticism for its use of the Beatles song "Revolution" in a 1987 commercial, against the wishes of Apple Records, the Beatles ' recording company. Nike paid $250,000 to Capitol Records Inc., which held the North American licensing rights to the Beatles ' recordings, for the right to use the Beatles ' rendition for a year.
Apple sued Nike Inc., Capitol Records Inc., EMI Records Inc. and Wieden+Kennedy advertising agency