Nike's Promotion Analysis

 NIKE's Promotion Strategy.

Overview of the adaptation of the Promotion of the Brand “Nike” over time to meet market forces such as customer needs, development in technology and competitor activities.

 Nike town store on Oxford Circus in central London, has followed extensive redevelopment and makes it the largest Nike store in the World. Nike town London now covers approximately 42,000 square feet over four floors. 
Flickr (2005) Nike town, Oxford Circus.

Promoting a brand is probably the most important task in a business. It helps the customers to make decisions about what product or service is best to buy. Since 1988, Nike has created some of the most powerful commercials in the world and achieved an unstoppable success in promoting their brand.
Nike’s main strategy for advertising its brand is to empower their potential customers by the importance of using Nike’s products to make them better persons with using content that shows heroism, success, achievement, and triumph. Nike’s promotions are known to be successful regardless the market. 

Nike's Emotional Advertising. 

The emotional advertising Strategy is to build a brand using the story of heroism. And this strategy is well known all around the world. Nike builds powerful and emotional advertisements where the customer is not just a viewer but the hero of their own story. Wearing a piece of clothes or shoe from Nike will help you be stronger, faster and succeed in every challenges life puts in your way. this will build the customer faith in Nike and show constant support from the brand.

When they are working, Nike’s employees are representing their brand. They are wearing the latest or promotional Nike’s clothing and accessories and represent a healthy and athletic image of themselves. 

Nike (2021) Team work

Celebrities and Professional Athletes.

Nike uses Celebrities and professional athletes to represent the ideal customer or consumer of its products. Associations with popular names can increase sales and the chances of making connections with the customers especially when customers believe the celebrity talent came from or arises by using a particular product. The customers can then utilise Nike product and “mimic” their favorited Athlete. Also, Nike persuaded a lot of followers by involving Michael Jordan to create Air Jordan in 1984, who has been the most successful celebrity endorsement for this company. In addition, in 2016, Nike partnered with Apple, Inc. which has increased brand awareness & international expansion for both parties.

In 1984, Nike and NBA player Michael Jordan teamed up to launch one of the most iconic athlete-endorsed brands  of all time: Jordan Brand. 

Business insider (2019) Michael Jordan.

Nike's Competition Advertising.

The competition in this industry can be very challenging if the company is not marketing it appropriately. Nike has many competitors in the market: since 1964 until today, in 2021 Nike challenge other branding companies like Umbro, Asics, Under Armor or one of their biggest rivals: Adidas! Thru Competition advertising, like comparing “Nike” quality and “Adidas” quality, the company’s is showing their loyal customers than Nike is the best brand around and the only one that will help them manage they efforts and become successful in their own battles. The brand is maintaining a good relationship with the customers and as well as with the market and does not want to break the relationship with them. Nike always wins!

According to the research made by journalists over the years: Nike is charging premium on shoes over its main competitors. This strategy is consistent with all products range from apparel to gadgets. 

Complex (2016) Nike vs Adidas pricing strategy.

Progressive Campaigns.

Nike is not just a place to buy trainers and gym outfits, it has become a brand known for pushing progressive campaigns. Nike is well known and thanked for its ads that stand up for women, people of colour, and any other marginalised groups whose voices need to be heard. 

In 2017, Nike launched the EQUALITY Campaigns: A new way to improve relationship with the public even they are not a customer yet! The EQUALITY Campaigns focus on using Nike’s voice and the power of sport to encourage people to help their community and bring people together. Nike leads by example by organising social events and encourage people to take the respect and fairness they during sporting events to translate them in their everyday life.

This photo show us the image that Nike represents to its customers: An Athletic product that has style, that is sophisticated, safe, and will help us run fast! 

Kickspotting (2020) Nike’s Speed technology.

Nike's focus on Sustainability.

CSR (Corporate Social Responsibility) activities are also a significant investment in a brand’s image. Also, in recent years, Nike’s focus on reducing its environmental impact has grown. Nike has invested a lot in CSR and sustainability to respond to the customers demand who prefer brands with lower environmental impact.

Environmentally Friendly creativity is essential to a better future and therefore Nike has increased its investment in products manufactured from sustainable raw materials. 

 Nike's innovation with sustainability cycle. 

Digital Initiative (2016) Nike: innovating with sustainability. 

In conclusion, I believe Nike is successful because it has some of the best, if not the greatest, marketing in the world. The company has acquired the title as the world's most valuable apparel brand in the Brand Finance report for the seventh year in a row. The Nike business strategy is transparent, invest in building the brand through emotional marketing and sports celebrity supports, create products that have high-quality, eco-friendly, market-leading technology and take over participating sports brands.

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