Monday, December 14, 2015

Assignment 4- NIKE

     Nike is a company that was founded in 1964 by a track coach and a runner Bill Bowerman and Phillip Knight as Blue Ribbon Sports.  In 1978 the company changed its name to Nike Inc.  The name was chosen as a reference to the Greek Goddess of Victory.  Nike is apparel that is geared towards athletes so the choice to have the brand named after a reference to victory makes a lot of sense.  What athlete ever wants defeat?  

It's mission statement is "To bring inspiration and innovation to every athlete in the world." 

Bill Bowerman the co-founder and University of Oregon field and track coach said "If you have a body, you are an athlete."
A Nike Advertisement in Paris
Nike is known world wide by its "check mark like" logo, which in fact is not a check mark at all.  The Nike logo is known as the Nike Swoosh, and it is a representation of motion and speed.  The simplicity and symbolism of their logo has made the company recognizable internationally.
Nikes world wide motto is "Just do it".  Just do it has been their motto for over three decades.  Another simple yet effecting marketing tool. It was used to reach their original target market of 18-40 year old males.  It happened to stick and now is a synonym for Nike. No excuses, just get up and do it because you can.  I think those three small worlds are also very psychologically motivating.
Nike is known to have celebrity endorsements.  The celebrities superstar "bad ass" athletes.  If the greatest people in a sport are wearing the brand then maybe there is something about the brand that is also great.  (At least this is how people look at it.)  The fact that their bodies are in perfect shape and their personas are known to conquer doesn't hurt either. 
Micheal Jordan Endorsing Nike

Nike has managed to become an internally recognized brand.  Reflecting athleticism, speed, motivation and victory onto the world.  Nike continues to use celebrity endorsements and I believe always will you the most elite of athletes to show the value of their company.  The company can also be seen as using motivational quotes to gear to the appeal of their audience.

Epic Dunk Shot
However the brand has promoted itself so much over the past couple decades that the symbols alone and products are enough to get their message across.  Sometimes they use faceless models and other times just their product.

Faceless ad- with motivational quote
Notice how the shadow illustrates
strength, and the tiny swoosh on her shorts
Nike has become a master of getting their image across onto the world.  From their use of motivational quotes, to the endorsement of top athletes.  Their name in and of itself mean victory, and that is what they are portraying onto the consumer.  Even there simple symbol is able to make be want to "just do it."

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