Nike Marketing...Where has it gone, where is it going
"For years, we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. We've come around to saying that Nike is a marketing oriented company, and the product if our most important marketing tool."Nike has been able to develop successful advertising campaigns and effectively market their products through the hard work of the Wieden and Kennedy Advertising agency, which understands the needs and desires of consumers and has successfully throughout the years marketed the products of Nike. Throughout the years Nike has had many different advertising campaigns, some more successful than others, but always created to reflect public opinion. What is most important though, is that Nike has changed their campaigns, in order to satisfy public preference. In the 1980's Phil Knight's company, Nike, exceeded a billion dollars and the company never again looked back. It was then that Phil Knight realized that he needed to not only improve but also expand upon his marketing tactics. Nike continued to grow and to establish itself as the number one in its industry. Nike
Nike has created a web-site that tells the story of this campaign and allows viewers to view short videos of kids putting their own take on sports. Other new concepts or technologies that Nike has marketed and developed throughout the years has been their Nike ID line; which allows customers to customize the shoes that they purchase, the Hyper Flight; Nike's lightest weight basketball shoe ever, and their Air Presto Faze; a lace-less, slip-on running shoe. Dave Larson, Nike's brand initiatives director stated, "The idea for the marketing campaign came from some of Nike's own research. Sports are at the heart of American culture, so a lot of emotion already exists around it. In addition to understand the importance of a quality product Nike also understands the necessity of effective marketing and this requires an understanding of public opinion. Recently Nike has launched many new advertising commercials. Nike used this to market their products to girls and to inspire women through successful women athletes. During most of the 1980's and 1990's professional athletes were looked up to as heroes and kids and adults wanted to be like them and aspired to attain this greatness that these athletes carried with them. Emotions are always hard to explain, but there's something inspirational about watching athletes push the limits of performance. These male athletes were positive role models and athletes in which people aspired to be. This man is now IT, and he can't continue on with his day until he tags someone else IT. The second commercial is called "Shade Running", and it follows a woman running through a city, but she can only run where she finds shade. Nike used Michael Jordan and other great athletes to capitalize on the youths desire to be like them.
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