Nike Inc. is an American multinational company that designs, develops, manufactures and markets footwear, clothing, accessories, equipment and services. The company, founded in 1964, is immensely popular worldwide, with millions of Nike products and services being sold daily. The company also has estimated revenues of $25.3 billion.
Nike can teach us a great deal about successful marketing. Considering this is a brand that began operations back in the 1960s, it is still considered cool and fashionable to buy their products, with children and adults alike associating themselves with this brand. Whether you are young or old, active or inactive, the chances are that you or someone you know owns a pair of Nike trainers or a Nike shirt.
To contrast, there are countless brands out there that are only associated with a particular decade and haven’t been able to maintain their popularity with new generations.
So how has Nike managed to maintain such high levels of popularity?
Endorsements
Nike spends millions in sponsoring athletes/athletic teams. For many, Michael Jordan immediately springs to mind at the mention of the Nike brand, but there are countless other high-profile celebrities that are associated with this brand. When you associate a well-known celebrity with a brand, it generates positive associations, and with Nike, people expect this to be a high-performance, durable product that goes the extra mile.
Simplicity works Best
Everything about Nike’s marketing strategy is simple and streamlined, from its logo to its strapline. The ‘Just Do It’ strapline is timeless, to the point and memorable. It can be applied to everything that this brand does, while its logo appears on absolutely everything, from the brand’s website to its actual products.
The Nike logo is so powerful that the company doesn’t even need to write its name anywhere, as most people recognise the Nike swoosh and immediately understand which brand it belongs to.
Stay One Step Ahead of the Competition
Nike is always one step ahead of the competition, particularly when it comes to remaining afloat of the latest technological innovations. It has developed its own app, has a contemporary smartwatch range as well as the latest Nike Fuel wristwatch, which enables users to track their activity and measure movement for a range of activities.
Nike is a powerful, pervasive brand that almost everyone can associate with. It is a brand that people can and want to relate to, and provided the company remains technologically advanced whilst using clever marketing strategies, it will continue to experience immense success for many years to come.
Other sports brands and stars covered in the series:
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