To bring inspiration and innovation to every athlete in the world.
Nike, the Greek goddess of Victory, is truly a god of victory. Its numerous campaign with athletic idols such as Michael Jordan, Tiger Woods, and FC Barcelona shows their good eye for the best athletes in the world.
When I visited Camp Nou, FC BArcelona's stadium I'm pretty sure that I saw the world's largest Swoosh [image here]. People can tour the stadium, walk through the museum of trophies, and of course the walk-through ends in a Official Nike Store. The stores have a strong international presence as the premier athletic brand.
Marketing Moves:
Just Do It.
These words took Nike from an 18% sneaker market share in 1988 to 43% in 1998. Those are some fortunate numbers coming from the sportswear powerhouse. They positioned this slogan when spandex was in and people starting feeling like they need to work out to stay healthy. "Just Do It." captured this essence, as advertising director for Nike U.S. Chris Zimmerman put it, "It captures the whole sense of people realizing their self-potential and just being able through athletics to strive for goals and achieve a lot of things that people might think were unachievable."
No wonder it is Advertising Age's number 2 top slogan of the century.
See:Case Study: "Just Do It Advertising Campaign"
Oregon
Nike was founded by University of Oregon track runner Phillip Knight and his coach Bill Bowerman. Since then, Nike has been very generous to the university. Nike creates a new jersey for every home football game. Nike even used visual tricks to make Oregon look faster.
Nike Oregon Project is a project put in place by Vice President Tom Clarke where lost distance runners live and train in Nike's facility that promotes red blood cells and increases athletic performance. The Oregon Project coach Alberto Salazar won the New York City Marathon from 1980-82. Nike has come under scrutiny for "cheating the system" because the project has been so successful.
Brand History:
Nike Media:
Links:
Swooh! Inside Nike
Sources:
http://blog.oregonlive.com/playbooksandprofits/2008/07/nike_celebrates_just_do_it_20t.html
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