The Impact of Sport Superstars on the Nike Brand Essay Example
The Impact of Sport Superstars on the Nike Brand
Thursday, February 18, 2010
Table of Contents
Introduction………………………………………………………………….
Purpose………………………………………………………………
Methods……………………………………………………………...
Scope ………………………………………………………………..
Blue Ribbon Sports becomes Nike…………………………………………..
The Cast Representing the Nike Brand………………………………………
Lebron James…………………………………………………………
Kobe Bryant………………………………………………………….
Tiger Woods………………………………………………………….
Michael Jordan……………………………………………………….
Future Strategy……………………………………………………………….
Works Cited………………………………………………………………….
Appendix…………………………………………………………………….
Introduction
Purpose
Various professional athletes from different sport genres have been signed by Nike each leading to a major marketing campaign and brand development. Although these marketing campaigns have greatly heightened Nike’s brand awareness all of the topics we will be investigating have had a tremendous effect on Nike’s profitability as well as their overall success. Not every athlete has led to the success Nike hoped for upon after signing major endorsement deals. Both great careers and poor decisions by these inspirational athletes have undoubtedly had great effects on athlete’s reputations, their professional careers and the brand they represented. The purpose of this report is to investigate the effects of the athletes Nike chose to endorse on its brand and if this should be continued as a model for future success.
Methods
In order to find out the effects of the athletes Nike chose to endorse on its brand we had to conduct some research from multiple sources. Sports not being a major field of study for academics there was a great difficulty in finding published academic papers. However, this does keep us from finding reliable sources. We started right at the source by dissecting every part of the Nike website and even went as far as to email them requesting information. Even though the information
Thursday, February 18, 2010
Table of Contents
Introduction………………………………………………………………….
Purpose………………………………………………………………
Methods……………………………………………………………...
Scope ………………………………………………………………..
Blue Ribbon Sports becomes Nike…………………………………………..
The Cast Representing the Nike Brand………………………………………
Lebron James…………………………………………………………
Kobe Bryant………………………………………………………….
Tiger Woods………………………………………………………….
Michael Jordan……………………………………………………….
Future Strategy……………………………………………………………….
Works Cited………………………………………………………………….
Appendix…………………………………………………………………….
Introduction
Purpose
Various professional athletes from different sport genres have been signed by Nike each leading to a major marketing campaign and brand development. Although these marketing campaigns have greatly heightened Nike’s brand awareness all of the topics we will be investigating have had a tremendous effect on Nike’s profitability as well as their overall success. Not every athlete has led to the success Nike hoped for upon after signing major endorsement deals. Both great careers and poor decisions by these inspirational athletes have undoubtedly had great effects on athlete’s reputations, their professional careers and the brand they represented. The purpose of this report is to investigate the effects of the athletes Nike chose to endorse on its brand and if this should be continued as a model for future success.
Methods
In order to find out the effects of the athletes Nike chose to endorse on its brand we had to conduct some research from multiple sources. Sports not being a major field of study for academics there was a great difficulty in finding published academic papers. However, this does keep us from finding reliable sources. We started right at the source by dissecting every part of the Nike website and even went as far as to email them requesting information. Even though the information