Campaign Brand Nike Advertising Reform: Celebrities Carry Boat &Nbsp, Can Also Overturn.

Marketing strategy

Advertising reform

Nike official website slogan "who owns Nike, who knows sports!" has a certain impact on consumers.

In 1980s, Nike wanted its products to enter the homes of ordinary people from track and field and gymnasium.

Therefore, we must adjust the advertising strategy.

Facts have proved that Nike's advertising reform has been successful. Not only has it won the market and consumers, but more importantly, Nike has gradually grasped the art of advertising communication with ordinary people in the process of change, and has formed a unique advertising idea.

Example: in 1986, an advertisement promoting Nike inflatable insole was a real breakthrough.

TV advertising has become Nike's main "spokesperson", which has made Nike advertising better adapt to the new development of its product market.

Nike's logo appears on subway stations, streets, laundry rooms, buses and escalators.

The market share of the company has also increased rapidly. For the first time, Reebok Co has become the new overlord of the American sports shoes market.

This makes Reebok Co have to follow suit - emphasizing communication style rather than just product function.

Star worship and resonance communication

The youth market is the primary breakthrough for Nike to expand its market.

Young people love sports, respect for heroes, strong sense of chasing stars, want to be valued, active thinking, imaginative and full of dreams.

Nike has signed up with healthy sports stars such as Michael Jordan (Michael Jordan) and Andre Agassi (Andre Agassi) and so on. They have become the leading role in Nike's advertising films.

Let consumers associate themselves with celebrities, thus establishing a link between consumers and brands, and Nike's image of spleen.

Example: in 1990s, Nike designed and promoted a computer game: let participants play basketball with Jordan in the game.

Nike fully understands the psychology of teenagers, and knows that teenagers are disgusted with sermon and enhance their independence.

Therefore, Nike gives full play to and caters to their imagination and self-consciousness, from "Jordan" to "I love sports", from "wearing Nike shoes Jordan" to associate with "Nike shoes in me".

Advertising language strategy

In 1988, Weedon Kennedy (Wieden Kennedy) advertising company put forward a loud slogan for "Nike to do Just Do It" for Nike. It was named one of the 5 best advertising slogans in twentieth Century by the famous "Advertising Age" magazine. Nike's advertising case was also recorded in the case book of Smithsonian Institution.

But by 1998, because of operational problems, Nike laid off 1600 people, and the marketing budget was reduced by 1/3, and the retreat of Jordan was even worse.

While Nike is facing a crisis, Weedon Kennedy advertising agency has launched a new advertising slogan for I can (Nike).

It seems to be announces to the world that Nike can "overcome" the pain, "can" can not become possible, and "can" achieve the next Jordan.

Nike in China

In 1980, Nike entered China, adhering to the concept of "Local for Local (where, where)", introducing advanced technology into China, aiming at training local talents, production technology and sales concept, taking local and local use, and made rapid progress in China.

In China, Nike not only supports the development of China's football industry, but also focuses on the development of young people, and has launched the "I dream" large-scale youth sports series, the first China 3 to 3 basketball match, the Nike high school men's basketball league tournament, the Nike youth soccer Super Cup, 4 pairs of 4 Youth Soccer open competitions and so on.