Thursday, June 7, 2012

Nike's marketing strategy

Nike's marketing strategy
Nike promotes its products by sponsorship agreements with celebrity athletes, professional teams and college sports teams. However, Nike's marketing mix contains many elements in addition to promotion. These are summarized below.

In 1982, Nike aired its first national TV spots, created by the newly formed advertising agency Wieden + Kennedy (W + K), during the broadcast of the New York Marathon. This was the beginning of a successful partnership between Nike and W + K, which remains intact today. The Cannes Advertising Festival has named Nike Advertiser of the Year in 1994 and 2003 and is the first and only company to receive this honor twice.
Nike also has the Emmy Award for best commercial twice since the award was first created in the 1990s deserves. The first was for "The Morning After," a satirical look at what could be a runner on the morning of 1 January 2000 set if every dire prediction about Y2K came into play. The second was for a 2002 spot called "Move", which presented a number of famous and everyday athletes in a variety of sporting activities.
In addition to Slumdog Millionaire awards, however, has produced its fair share of Nike advertising controversy.

Beatles Song
Nike has been criticized for his use of the Beatles song "Revolution" in 1987 in a commercial against the wishes of Apple Records, the Beatles' record company. Nike paid $ 250,000 to Capitol Records Inc., the North American licensing rights to the recordings used instead, for the right to play the Beatles for a year.
Apple sued Nike Inc., Capitol Records Inc., EMI Records Inc. and Wieden + Kennedy for $ 15 million. Capitol-EMI countered by saying the lawsuit was "groundless" because Capitol had the use of "Revolution" with the license "active support and encouragement of Yoko Ono Lennon, a shareholder and managing director of Apple."
According to a ninth November 1989 Article in the Los Angeles Daily News ", a tangle of lawsuits between the Beatles and their American and British record companies has been settled." A condition of the out-of-court settlement was that terms of the agreement would have thought to be kept secret. , Yoko Ono, and Apple, EMI and Capitol Records surviving Beatles George Harrison, Paul McCartney, Ringo Starr: The settlement was reached between the three parties involved. A spokesman for Yoko Ono noted. "There is a bewildering variety of questions that are even people who are close to the customer a difficult time grasping it to have lawyers on both sides of the Atlantic, probably put their children through college on this issue. "
Nike discontinued airing ads with "Revolution" in March 1988. Yoko Ono later gave permission to Nike to use John Lennon on "Instant Karma" in another promotion.

Minor Threat advertising
End of June 2005, Nike criticism by Ian MacKaye, owner of Dischord Records, guitarist / vocalist for Fugazi and The Evens, and frontman of the disbanded punk band Minor Threat, for appropriating images and text from Minor Threat in 1981 self-titled album cover art in a flyer promoting Nike Skateboarding's 2005 East Coast demo tour.
On 27 Nike Skateboarding June issued an apology on the website at Dischord, Minor Threat, and fans of both announced and that they have tried to remove and dispose of all flyers. They explained that the people who designed it and skateboarders Minor Threat fans themselves, the advertising out of respect and appreciation were created for the band. The dispute was eventually settled out of court between Nike and Minor Threat. The exact details of the settlement were not disclosed.

Chinese-themed advertising
In 2004, a display of beat LeBron James cartoon martial arts masters and slaying a Chinese dragon with martial arts offended Chinese authorities that the ad blasphemous and insulting to national dignity and the Dragon. The ad was later banned in China. In the spring of 2007 the indicator was set in China, again for unknown reasons.

Nike 6.0
The company rolled out a new campaign in June 2011 as "Nike 6.0", which was aimed at extreme sports. As part of the campaign, Nike introduced a new line of T-shirts that phrases like "dope", "Get High" and "Ride-pipe" belong - sports jargon, which is also an ambiguity for drug use. Boston Mayor Thomas Menino expressed his objections to the shirts, after they in a shop window in town Niketown and asked the store to remove the display. Said, "What we do not need is a big company like Nike is trying to appeal to the younger generation, to pay out beliefs drug use," The Boston Herald Menino. One company said that the official shirts were paid only a tribute to extreme sports is meant, and that Nike does not condone the illegal use of drugs. Nike was forced to replace the T-shirt line.

Nike pays top athletes in many sports to use their products and to promote and advertise their technology and design.
Nike's first professional athlete endorser was Romanian tennis player Ilie Nastase. The first track endorser was distance runner Steve Prefontaine. Prefontaine was the coveted Student of the company co-founder Bill Bowerman while he coached at the University of Oregon. Today the building Steve Prefontaine in his honor at the corporate headquarters is named for Nike.
Besides Prefontaine, Nike has also many other successful athletes over the years sponsored, such as Carl Lewis, Jackie Joyner-Kersee and Sebastian Coe. However, it is the signing of basketball player Michael Jordan in 1984, with his subsequent promotion of Nike over the course of his storied career with Spike Lee as Mars Blackmon, that proved to be one of the biggest boosts to Nike's advertising and sales.
During the past 20 years especially, Nike is one of the most important items of clothing and footwear sponsors for leading tennis player was. Some of the most successful tennis players are sponsored now or formerly James Blake, Jim Courier, Roger Federer, Lleyton Hewitt, Juan Martin del Potro, Andre Agassi, Rafael Nadal, Pete Sampras, Marion Bartoli, Lindsay Davenport, Daniela Hantuchova, Mary Pierce, Maria Sharapova and Serena Williams.
Nike was the official sponsor for the Indian cricket team for five years, from 2006 through 2010. Nike Adidas and Puma hit by bidding U.S. $ 43 million.
Nike is sponsoring some of the leading clubs in world football, including the national teams of Serbia, India, France, Brazil, Portugal, the Netherlands, the USA and Malaysia.
Some of the world's best golfers are sponsored by Nike, including Tiger Woods, Stewart Cink, Lucas Glover, Michelle Wie, Trevor Immelman and Paul Casey.
Nike also sponsors various minor events including Hoop It Up (high school basketball) and the Golden West Invitational (high school track and field). Nike uses web sites as a promotional tool to cover these events. Nike also has several websites for individual sports, including, and
Nike is a major sponsor of the sports programs at Penn State and has decided that this relationship in the wake of Penn State to give up sex abuse scandal.

No comments:

Post a Comment